Revisiting experiential marketing: a Delphi study

Abstract Experiential marketing (XM)—a form of that uses branded experiences as a tool to influence consumers—has become one the dominant tools within world. Despite this, it is poorly understood by both sides academic and practitioner dyad. What appears be missing holistic conceptualisation XM explains not only its antecedent conditions resulting outcomes but also factors may mediate moderate those outcomes. This paper presents Delphi study seeks provide such conceptualisation. Across three phases, panel experts from academia industry practice was recruited establish robust well success factors, consequences, psychological mechanisms, boundary conditions. The current findings identify strategy subjective, elaborative nature experience positively salience brand in mind participants. suggest ‘depth immersion’ on levels (experiential, brand, conceptual) an important underlying mechanism while impact moderated ability motivation immersed.