Abstract
This comprehensive review explores the evolution of experiential marketing in the soft drink industry from 2005 to 2024. It uses analysis from a diverse set of 62 scholarly articles, Google books, Google Scholar, SSRN, Fig share, and various publishers such as Taylor & Francis, IGI Global, and Springer. The study traces the industry's trajectory from traditional marketing approaches to a digital-centric paradigm. The research captures pivotal moments in the development of experiential marketing strategies, emphasizing the integration of technology, sustainability, and community engagement. Key findings highlight the industry's adaptability to changing consumer preferences, the strategic use of data-driven insights, and the importance of inclusivity in crafting compelling brand narratives. The study identifies overarching trends, challenges, and opportunities that shaped the experiential marketing landscape in the soft drink industry over the past two decades.
TopResearch Questions
Therefore, the aim of this study is to find answers to the following questions
RQ1. How have experiential marketing strategies evolved within the soft drink industry from 2005 to 2023, and what key patterns can be identified in the adoption and adaptation of these strategies over time?
RQ2. What is the impact of experiential marketing on consumer behaviour in the soft drink sector, and how do different contextual factors, such as cultural influences and technological advancements, contribute to variations in consumer response?
RQ3. What role does digital content marketing play in augmenting consumer experience and brand loyalty in the soft drink industry, and how has this evolved over the years? How do different forms of digital content contribute to shaping consumer perceptions and preferences?
TopObjectives Of The Study
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To investigating the integration of sport marketing theory with experiential sponsorship activation assignments
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To examining experience marketing management strategies for commercial success in a shopping mall setting
Key Terms in this Chapter
Technology adoption: The process by which individuals or organizations accept and utilize new technologies, often influenced by factors such as perceived usefulness, ease of use, and social norms.
Experiential marketing: A marketing approach that focuses on engaging consumers through memorable experiences and interactions, rather than traditional advertising methods, to build emotional connections with brands.
Community engagement: The process of involving and interacting with individuals or groups within a community, often through initiatives, events, or programs, to build relationships, foster dialogue, and address local needs and concerns.
Soft Drink Industry: The sector of the beverage market that produces and distributes non-alcoholic, carbonated beverages, including sodas, fruit-flavoured drinks, and energy drinks.
Digital Transformation: The integration of digital technology into all areas of a business, fundamentally changing how it operates and delivers value to customers, often involving the adoption of digital platforms, automation, and data analytics.
Consumer Preferences: The specific desires, tastes, and inclinations of individuals or groups regarding products, services, or experiences, often influenced by factors such as price, quality, brand reputation, and personal values.
Sustainability: The practice of meeting the needs of the present without compromising the ability of future generations to meet their own needs, often applied to business strategies that prioritize environmental conservation, social responsibility, and ethical practices.