The role of word of mouth in experiential advertising : an empirical study in emerging markets

Abstract EN

In the 21st century of virtual connectivity, using experiential advertising as a communication tool is widely embraced by brands and businesses that see nothing better than connecting with consumers.

Experiential advertising is about delivering live brand experiences that give consumers the opportunity to interact with the brand.

“Word of mouth (WOM)” is consumer interest reflected in daily interactions.

This is a cheap (and sometimes free) marketing technique.

Word of mouth is successfully used by many businesses to promote their brands by telling their customers about the experiences they want to share with their friends and family.