Marketing experiencial, como fuente de conexiones emocionales en la Generación Z de calzado elegante – Manta.

Abstract

This research analyzes the influence of experiential marketing on the emotional connections of Generation Z youth in the Manta Canton, targeting the elegant footwear segment. Using a mixed-method approach and applying the inductive method, surveys were administered to 382 young people belonging to the PEA, obtaining a Cronbach's alpha of 0.997, indicating excellent instrument reliability. The results show a very high positive correlation between experiential marketing and emotional connections (Kendall = 0.963; Spearman = 0.990; p < 0.01), approving the alternative hypothesis. It concludes by confirming that experiential marketing seeks to go beyond functional benefits, generating memorable experiences and meaningful connections. The research provides new avenues for analysis in elegant footwear products, demonstrating that brand experiences, based on sensory and emotional stimuli, directly impact consumer perception, preference, and loyalty.