An examination of experiential marketing integration on consumer interaction: A case study of a tech expo in Lagos, Nigeria
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Background of the Study:
Experiential marketing integration has emerged as a transformative approach in the tech industry, redefining how consumers interact with brands during events. At tech expos in Lagos, companies are increasingly merging traditional presentations with immersive, hands-on experiences that allow consumers to engage directly with innovative technologies. This integration involves the use of interactive displays, virtual reality simulations, and real-time demonstrations that invite active participation from attendees (Ibrahim, 2023). The experiential approach encourages consumers to move beyond passive observation, transforming them into active participants whose feedback becomes part of the event narrative. Brands leverage these interactive experiences to build stronger emotional connections and enhance product understanding. The tech expo environment, characterized by rapid technological advancements and dynamic consumer expectations, provides an ideal setting for such integration. The convergence of digital tools and physical interactions not only amplifies consumer engagement but also contributes to improved brand perception and loyalty. By offering a multi-sensory experience, companies can differentiate themselves in a competitive market and foster a community of tech enthusiasts. This study investigates how the integration of experiential marketing techniques at a tech expo in Lagos influences consumer interaction, aiming to uncover the specific strategies that yield higher engagement and participation. The findings are expected to guide marketers in designing future events that effectively combine digital innovation with tactile experiences to achieve measurable consumer interaction (Adebola, 2024).
Statement of the Problem
Despite the growing adoption of experiential marketing integration, there is limited empirical research on its impact on consumer interaction at tech expos in Lagos. Organizers struggle to quantify the effectiveness of combining digital and physical experiences, as well as to identify which interactive elements are most compelling for the target audience. This lack of clear metrics complicates strategic decision-making and resource allocation. Consequently, brands are often uncertain whether their investment in immersive technologies is translating into meaningful consumer engagement. The study seeks to fill this gap by systematically investigating how integrated experiential marketing tactics influence consumer interaction at tech expos, providing evidence-based insights for future event planning (Chukwu, 2023).
Objectives of the Study
To evaluate the impact of experiential marketing integration on consumer interaction at tech expos.
To identify key interactive elements that enhance consumer engagement.
To determine the relationship between immersive experiences and brand perception.
Research Questions
How does experiential marketing integration influence consumer interaction at tech expos in Lagos?
Which interactive elements are most effective in engaging consumers?
What is the correlation between immersive experiences and overall brand perception?
Significance of the Study
This study is significant as it provides empirical insights into the effectiveness of integrating experiential marketing in tech expos, offering actionable recommendations for marketers. The findings will assist event organizers in optimizing interactive components to enhance consumer engagement and brand loyalty. Such insights are crucial for developing future strategies that leverage technology to create memorable, participatory experiences in competitive markets (Ibrahim, 2024).
Scope and Limitations of the Study
This study is limited to examining experiential marketing integration at a tech expo in Lagos, Nigeria, and does not extend to other event types or geographic regions.
Definitions of Terms
Experiential Marketing Integration: The fusion of digital and physical interactive strategies to create immersive consumer experiences.
Consumer Interaction: Active participation and engagement of consumers during an event.
Tech Expo: An event that showcases technological innovations and industry trends.
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