Current issue
Archive
About the Journal
About
Editorial Office
Scientific Board
Abstract & Indexing
Contact
Reviewers list
Editorial Policies
Authorship & COI
Ethical principles
Crossmark
Principles of Transparent Checklist
Open access
Reviewing procedure
Instruction for Authors
Guidelines for Authors
Manuscript Types
Manuscript structure
How to submit
SCIENCE ARTICLE
The impact of experiential marketing on product trust in e-commerce: The mediating role of user experience in Saudi Arabia
1
Human Resources Management Department, College of Business Administration, Northern Border University, Saudi Arabia
2
Marketing Department, College of Business Administration, Northern Borders University, Saudi Arabia
3
Marketing Department, College of Business Administration, Northern Border University, Saudi Arabia
4
Human Resources Department, College of Business Administration,, Northern Borders University, Saudi Arabia
These authors had equal contribution to this work
Submission date: 2025-01-23
Final revision date: 2025-04-15
Acceptance date: 2025-04-28
Online publication date: 2025-06-16
Publication date: 2025-07-04
Corresponding author
Jamel ali arous
Marketing Department, College of Business Administration, Northern Borders University, arar norther border Saudia, arar, Saudi Arabia
Marketing Department, College of Business Administration, Northern Borders University, arar norther border Saudia, arar, Saudi Arabia
Management 2025;(1):531-556
KEYWORDS
JEL CLASSIFICATION CODES
M31
L81
D83
TOPICS
ABSTRACT
Research Background and Purpose:
The exponential growth of e-commerce, each globally and inside Saudi Arabia, highlights the importance of fostering consumer trust. This study pursuits to observe the connection among experiential advertising and customer self belief in the e-trade area, with person experience serving as a mediating factor.
Design/Methodology/Approach:
A quantitative research method was hired, using a survey tool to collect facts from 415 purchasers in the Northern Borders location of Saudi Arabia. The questionnaire was designed to evaluate client perceptions of experiential advertising and their self belief degrees in e-trade. Statistical analysis become performed the usage of SPSS and AMOS to discover the relationships among variables.
Findings:
The findings suggest an instantaneous correlation among experiential advertising and product confidence, in addition to a fantastic affiliation between experiential marketing and user revel in. Additionally, the results show that experiential advertising and marketing substantially complements purchaser confidence in e-trade services, with person enjoy gambling a critical mediating function.
Value Added and Limitations:
This research offers valuable insights for e-commerce entities to develop effective strategies that enhance user engagement and foster strong consumer relationships, contributing to success in a competitive online marketplace. However, the study's cross-sectional design limits the ability to establish causal relationships among the examined variables
ACKNOWLEDGEMENTS
The authors extend their appreciation to the Deanship of Scientific Research at Northern Border University, Arar, KSA for funding this research work “ through the project number “NBU-FFR-2025-141-01
REFERENCES (64)
1.
Agusiady, R., Saepudin, D., & Aripin, Z. (2024). The influence of social media communication on consumer perceptions of brands and purchase intentions in the pandemic and post-pandemic era: an analytical study. JESOCIN, 2(1), 1-15.
2.
Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: A study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130-214. https://doi.org/10.1108/APJML-....
3.
Al Tamer, M. (2021). The advantages and limitations of e-commerce to both customers & businesses. BAU Journal - Creative Sustainable Development, 2(2), 6. https://doi.org/10.54729/2789-....
4.
Alexiadou, C. (2013). Sensory marketing and branding: Exploring the power of the senses [Master's thesis, University of Macedonia]. Institutional Repository of the University of Macedonia. https://dspace.lib.uom.gr/itst...
5.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-....
6.
Bonett, D. G., & Wright, T. A. (2015). Cronbach’s alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3-15. https://doi.org/10.1002/job.19....
7.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.7....
8.
Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su1506....
9.
Chandra, A. T. & Balqiah, T. E. (2023). Utilizing sensory marketing and brand experience: The case of luxury watchmaking. Asia Pacific Management and Business Application (APMBA), 12(1), 19-38.
10.
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529-1562. https://doi.org/10.1002/mar.21....
11.
Chen, L., Zhu, F., & Mantrala, M. (2021). The path of support-to-sales: Mediating role of seller collaborative information exchange in social commerce. European Journal of Marketing, 55(2), 363-384. https://doi.org/10.1108/EJM-11....
12.
Chi, C. G., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624- 636. https://doi.org/10.1016/j.tour....
13.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Routledge. https://doi.org/10.4324/978020....
14.
Cuthbertson, R., Rusanen, O. A., & Paavola, L. (Eds.). (2023). The red queen retail race: An innovation pandemic in the era of digitization. Oxford University Press.
15.
Deterding, S., Sicart, M., Nacke, L., O’hara, K., & Dixon, D. (2011). Gamification. using gamedesign elements in non-gaming contexts. In CHI’11 extended abstracts on human factors in computing systems (pp. 2425-2428). Association for Computing Machinery. https://doi.org/10.1145/197974....
16.
Endarwati, E. T., Indriany, Y., Rusdianto, R., Suarniki, N. N., & Pratiwi, L. (2024). The Effect of Product Personalization, User Experience, and Consumer Trust on the Level of E-Commerce Consumer Satisfaction in Indonesia. Jurnal Bisnisman: Riset Bisnis dan Manajemen, 6(1), 163-179. https://doi.org/10.52005/bisni....
17.
Field, A. (2024). Discovering statistics using IBM SPSS statistics. Sage publications limited.
18.
Franzolini, B. (2020/2021). Niche market analysis and marketing strategies applied to the Chinese market: A case study of the tea and the coffee market sold through e-commerce. UNITesi. https://hdl.handle.net/20.500.....
19.
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM SIGMIS Database: The DATABASE for Advances in Information Systems, 33(3), 38-53. https://doi.org/10.1145/569905....
20.
George, D., & Mallery, P. (2024). IBM SPSS statistics 29 step by step: A simple guide and reference. Routledge. https://doi.org/10.4324/978103....
21.
Ghasemi, A., & Zahediasl, S. (2012). Normality tests for statistical analysis: a guide for nonstatisticians. International Journal of Endocrinology and Metabolism, 10(2), 486-489. https://doi.org/10.5812/ijem.3....
22.
Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the COVID-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263-2281. https://doi.org/10.3390/jtaer1....
23.
Hagtvedt, H., & Brasel, S. A. (2017). Color saturation increases perceived product size. Journal of Consumer Research, 44(2), 396-413.https://doi.org/10.1093/jcr/uc....
24.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11....
25.
Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work? A literature review of empirical studies on gamification. In 2014 47th Hawaii International Conference on System Sciences (pp. 3025-3034). IEEE. https://doi.org/10.1109/HICSS.....
26.
He, H., & Harris, L. (2020). The impact of COVID-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182. https://doi.org/10.1016/j.jbus....
27.
Helmefalk, M. (2023). What can gamification learn from sensory marketing? In Information Resources Management Association, Research Anthology on Game Design, Development, Usage, and Social Impact (pp. 530–556). IGI Global.
28.
Høgevold, N., Svensson, G., & Otero-Neira, C. (2020). Trust and commitment as mediators between economic and non-economic satisfaction in business relationships: A sales perspective. Journal of Business & Industrial Marketing, 35(11), 1685-1700. https://doi.org/10.1108/JBIM-0....
29.
Hu, X., Zhou, R., Wang, S., Gao, L., & Zhu, Z. (2023). Consumers’ value perception and intention to purchase electric vehicles: A benefit-risk analysis. Research in Transportation Business & Management, 49, 101004. https://doi.org/10.1016/j.rtbm....
30.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259. https://doi.org/10.1016/j.eler....
31.
Idogawa, J., Bizarrias, F., Camara, R., & Satyro, W. (2023). User experience and value: A bibliometric study. Concilium, 23(19), 100-118.
32.
Jain, V., Malviya, B., & Arya, S. (2021). An overview of electronic commerce (e-Commerce). Journal of Contemporary Issues in Business and Government, 27(3), 665-670.
33.
Kaushik, S., & Gokhale, N. (2022). Online sensory marketing: Developing five-dimensional multisensory brand experiences and its effectiveness. Cardiometry, 24, 567-576.
34.
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(1), 33-56. https://doi.org/10.1108/175059....
35.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351. https://doi.org/10.1016/j.jcps....
36.
Kumar, S., Lim, W. M., Sivarajah, U., & Kaur, J. (2023). Artificial intelligence and blockchain integration in business: trends from a bibliometric-content analysis. Information Systems Frontiers, 25(2), 871-896.
37.
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36-68. https://doi.org/10.1509/jm.15.....
38.
Kurniawan, K., Silaban, B., & Silaban, F. A. (2022). Penyuluhan pemasaran e-commerce untuk meningkatkan penjualan bagi UMKM pemuda-pemudi di Kecamatan Rajeg Kabupaten Tangerang [E-commerce marketing counseling to increase sales for MSMEs among youth in Rajeg District, Tangerang Regency]. NEAR: Jurnal Pengabdian kepada Masyarakat, 2(1), 91-98.
39.
Levy, S., & Guterman, H. G. (2021). Twofold impact of experiential marketing: Manufacturer brand and hosting retailer. EuroMed Journal of Business, 16(4), 345-360. https://doi.org/10.1108/EMJB-0....
40.
Liu, M., Mao, J., & Kang, K. (2021). Trustworthy and powerful online marketplace experimentation with budget-split design. In Proceedings of the 27th ACM SIGKDD Conference on Knowledge Discovery & Data Mining (pp. 3319-3329). Association for Computing Machiner. https://doi.org/10.1145/344754....
41.
Lonati, S., Rönkkö, M., & Antonakis, J. (2024). Normality assumption in latent interaction models. Psychological Methods. Advance online publication. https://doi.org/10.1037/met000....
42.
Ma, X., & Gu, X. (2024). New marketing strategy model of E-commerce enterprises in the era of digital economy. Heliyon, 10(8), e29418.
43.
Mignon, V. (2024). The multiple regression model. In Principles of econometrics: Classroom Companion: Economics (pp. 105-170). Springer, Cham. https://doi.org/10.1007/978-3-....
44.
Murdiana, R., & Hajaoui, Z. (2020). E-commerce marketing strategies in industry 4.0. International Journal of Business Ecosystem & Strategy, 2(1), 32-4.
45.
Pacsi, D., & Szabó, Z. (2018). Experiential marketing, interactivity and gamification—Differences and similarities among the world-trends. Marketing of Scientific and Research Organizations, 30(4), 115-136.
46.
Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379-389. https://doi.org/10.1016/j.jbus....
47.
Pine, B. J., & Gilmore, J. H. (2011). The experience economy. Harvard Business Press.
48.
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78-93.
49.
Prasad, S. (2024). Regression. In Advanced statistical methods (pp. 1-45). Springer, Singapore. https://doi.org/10.1007/978-98....
50.
Prestini, S., & Sebastiani, R. (2021). Embracing consumer ambivalence in the luxury shopping experience. Journal of Consumer Behaviour, 20(5), 1243–1268. https://doi.org/10.1002/cb.193....
51.
Raji, M. A., Olodo, H. B., Oke, T. T., Addy, W. A., Ofodile, O. C., & Oyewole, A. T. (2024). E-commerce and consumer behavior: A review of AI-powered personalization and market trends. GSC Advanced Research and Reviews, 18(3), 66–77. https://doi.org/10.30574/gscar....
52.
Ramanathan, U., Williams, N. L., Zhang, M., Sa-nguanjin, P., Garza-Reyes, J. A., & Borges, L. A. (2020). A new perspective of e-trust in the era of social media: Insights from customer satisfaction data. IEEE Transactions on Engineering Management, 69(4), 1417–1431.
53.
Razali, N. M., & Wah, Y. B. (2011). Power comparisons of shapiro-wilk, kolmogorov-smirnov, lilliefors and anderson-darling tests. Journal of Statistical Modeling and Analytics, 2(1), 21-33.
54.
Schmitt, B. H. (2000). Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands. European Management Journal, 18(6), 695-704.
55.
Seppenwoolde, J. J. (2019). The strategic options to counteract power dominance and the opportunities to increase attractiveness by delivering higher value to partners in buyer-seller relationships: A case study to the possibilities of a weaker actor in the transportation sector [Master’s thesis]. University of Twente. https://essay.utwente.nl/79434....
56.
Spence, C., & Piqueras-Fiszman, B. (2014). The perfect meal: the multisensory science of food and dining. John Wiley & Sons. https://doi.org/10.1002/978111....
57.
Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a theory of interactive media effects (TIME): Four models for explaining how interface features affect user psychology. In S. S. Sundar (Ed.), The handbook of the psychology of communication technology (pp. 47–86). Wiley Blackwell. https://doi.org/10.1002/978111....
58.
Taher, G. (2021). E-commerce: Advantages and limitations. International Journal of Academic Research in Accounting, Finance and Management Sciences, 11(1), 153–165 http://dx.doi.org/10.6007/IJAR....
59.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2, 53-55. https://doi.org/10.5116/ijme.4....
60.
Wu, C. L., & Ma, N. K. (2022). The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal. Journal of Retailing and Consumer Services, 66, 102941. https://doi.org/10.1016/j.jret....
61.
Xu, K., Zhou, H., Zheng, H., Zhu, M., & Xin, Q. (2024). Intelligent classification and personalized recommendation of E-commerce products based on machine learning. arXiv preprint arXiv:2403.19345. https://doi.org/10.48550/arXiv....
62.
Yang, Y., & Lin, W. L. (2022). The impact of consumer trust and consumer loyalty on sustainable development of cross-border e-commerce. Specialusis Ugdymas, 1(43), 523–538.
63.
Zhang, K. Z. K., Zhao, S. J., Cheung, C. M. K., & Lee, M. K. O. (2014). Examining the influence of online reviews on consumers’ decision-making: A heuristic-systematic model. Decision Support Systems, 67, 78-89. https://doi.org/10.1016/j.dss.....
64.
Arel-Bundock, V. (2022). modelsummary: Data and model summaries in R. Journal of Statistical Software, 103, 1-23. https://doi.org/10.18637/jss.v....
| eISSN: | 2299-193X |
| ISSN: | 1429-9321 (1997-2019) |
We process personal data collected when visiting the website. The function of obtaining information about users and their behavior is carried out by voluntarily entered information in forms and saving cookies in end devices. Data, including cookies, are used to provide services, improve the user experience and to analyze the traffic in accordance with the Privacy policy. Data are also collected and processed by Google Analytics tool (more).
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
