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User experience design in the context of experiential marketing

Author

Listed:
  • Gintarė Gulevičiūtė

    (Vilniaus kolegija / Higher Education Institution, Lithuania)

  • Margarita Išoraitė

    (Vilniaus kolegija / Higher Education Institution, Lithuania)

Abstract

User experience is important to every successful company. In experiential marketing, the goal is to create a positive user experience, encouraging them to become loyal, share experiences, and become a brand ambassador. The article aims to investigate the peculiarities of user experience design in the context of experiential marketing. Qualitative research based on nine user experience professionals’ interviews was conducted, and qualitative content analysis was performed. The research indicates a strong trend toward a more integrated, technology-enhanced, and user-focused approach to user experience design and its relationship with experiential marketing. Collaboration between user experience design and marketing will intensify, leveraging user experience data for more targeted, emotionally resonant marketing experiences. The research addresses the future of user experience design, emphasising AI, VR, and biometric integration, reflecting the latest trends in the field.

Suggested Citation

  • Gintarė Gulevičiūtė & Margarita Išoraitė, 2025. "User experience design in the context of experiential marketing," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 12(4), pages 87-95, June.
    • Handle: RePEc:ssi:jouesi:v:12:y:2025:i:4:p:87-95
    DOI: 10.9770/h4444238684
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    More about this item

    Keywords

    user experience; experiential marketing; user experience indicators; user experience management process models;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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