Effect of experiential marketing on purchase decision and loyalty in mobile apps

Experiential marketing is a marketing approach that emerged with the development of the experience economy. With the experience economy, the marketing world's strategies have shifted from traditionally selling benefit-oriented products and services to providing an emotion-driven consumer experience. In this context, ensuring the consumer's purchasing decision and consumer loyalty through experiences is the basis of experiential marketing. In this study, the subject of examining the effect of experiential marketing on purchasing decision and loyalty in mobile applications is discussed. Within the scope of the study, first of all, a literature review was made and then the research was carried out with the survey method. In the study, it was seen that the effect of experiential marketing activities on purchasing decision and loyalty was positive by conducting a survey with 307 people.