In recent times, the notion of consumer emotional and sentimental engagement through promotional campaigning has drawn increasing attention from practitioners’. Different types of strategies are being employed by the marketers for capturing emotional sentiments of consumers’ and also attempting to modify consumers’ behavior towards the company’s goal. However, present academic advertisement literatures do not have many evidences of currently used marketer’s advertisement tactics. The focus of this study is to examine the underlying reasons on what draws consumers to participate and engage in promotional activities. This study highlights a marketer proposed promotional ingredients that is called seamless experience and also to come across upon its evidences in successful advertisement or promotional campaign. Seamless experience is one of the three components of invitational marketing concept; a new concept of the promotional campaign that is sponsored by marketers.
|Journal||Global Business and Management Research|
|Publication status||Published - 2015|