ESC

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JCR Category: Business in ESCI edition

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2024) 1.3 Q3
Journal Citation IndicatorTM (2024) 0.26 Q4
Received: 2024-11-11  |  Accepted: 2025-03-31  |  Published: 2025-06-30

Title

User experience design in the context of experiential marketing


Abstract

User experience is important to every successful company. In experiential marketing, the goal is to create a positive user experience, encouraging them to become loyal, share experiences, and become a brand ambassador. The article aims to investigate the peculiarities of user experience design in the context of experiential marketing. Qualitative research based on nine user experience professionals’ interviews was conducted, and qualitative content analysis was performed. The research indicates a strong trend toward a more integrated, technology-enhanced, and user-focused approach to user experience design and its relationship with experiential marketing. Collaboration between user experience design and marketing will intensify, leveraging user experience data for more targeted, emotionally resonant marketing experiences. The research addresses the future of user experience design, emphasising AI, VR, and biometric integration, reflecting the latest trends in the field.


Keywords

user experience, experiential marketing, user experience indicators, user experience management process models


JEL classifications

M31 , M37


URI

http://jssidoi.org/jesi/article/1301


DOI


Pages

87-95


Funding


This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Gulevičiūtė, Gintarė
Vilniaus kolegija / Higher Education Institution, Vilnius, Lithuania https://www.viko.lt
Articles by this author in: CrossRef |  Google Scholar

Išoraitė, Margarita
Vilniaus kolegija / Higher Education Institution, Vilnius, Lithuania https://www.viko.lt
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

12


Number

4


Issue date

June 2025


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 761  |  PDF downloads: 396

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