Information Management in the 6th Industry and Relationship between Experiential Marketing, Memorability and Behavioural Intentions

Abstract

This study provides an empirical analysis of the influence of experience marketing in the sixth industry on participants' memorability and their positive behavioural intentions. It further explores the moderating role of comments and reviews, as part of information management, in the communication and evaluation processes within the digital age, on the relationship between experience marketing and memorability. Using SPSS version 28 to analyse a sample of 451 respondents, the findings indicate that sensory, emotional, and relational experiences within experiential marketing in the sixth industry positively affect memorability. Additionally, memorability has been found to positively influence behavioural intentions. Lastly, as the impact of comments and reviews increases, the sensory, emotional, and relational aspects of experiential marketing have a more pronounced effect on memorability