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Digital Experiential Marketing and Repurchase Intentions Among Generation Z in Morocco: An Extended Theory of Planned Behavior Approach

Author

Listed:
  • Lamia Mountassir

    (Université Hassan 1er [Settat])

  • Firdaous Gmira

    (Université Hassan 1er [Settat])

  • Samah Ibnou-Laaroussi

    (Cardiff University)

  • Fatima Ezzahra Khtabe

    (Coventry University)

Abstract

Gen Z (ages 15 to 24) in Morocco makes up 16.2% of the population and exhibits behaviors distinct from older generations. They are highly tech-savvy, using the internet for work, dating, and socializing. Social media plays a central role in their lives, with 43% spending 3 to 5 hours daily on these platforms. The rise of advanced technologies has also transformed experiential marketing, which traditionally engages consumers through experiences that evoke emotions, perceptions, and thoughts. This has led to the evolution of Digital Experiential Marketing, which uses technology to create unique, interactive experiences. The question is: how can this digital integration enhance repurchase intentions among Gen Z in Morocco? This paper will explore this question through a literature review of relevant concepts and a survey of 117 Gen Z individuals living in Morocco.

Suggested Citation

  • Lamia Mountassir & Firdaous Gmira & Samah Ibnou-Laaroussi & Fatima Ezzahra Khtabe, 2026. "Digital Experiential Marketing and Repurchase Intentions Among Generation Z in Morocco: An Extended Theory of Planned Behavior Approach," Post-Print hal-05585869, HAL.
    • Handle: RePEc:hal:journl:hal-05585869
    DOI: 10.5281/zenodo.19388172
    Note: View the original document on HAL open archive server: https://hal.science/hal-05585869v1
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