The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging Markets

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Hanan Atef
217
International Design Journal, Volume 12, Issue 5 (September 2022)
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The Role of Word of Mouth in Experiential Advertising an Empirical
Study in Emerging Markets
Dr. Hanan Atef
New media department, Modern university for technology & information
Hananelkady2006@gmail.com
Abstract:
Keywords:
In the 21st century of virtual connectivity, using experiential advertising as a
communication tool is widely embraced by brands and businesses that see nothing
better than connecting with consumers. Experiential advertising is about delivering
live brand experiences that give consumers the opportunity to interact with the brand.
“Word of mouth (WOM)” is consumer interest reflected in daily interactions. This is a
cheap (and sometimes free) marketing technique. Word of mouth is successfully used
by many businesses to promote their brands by telling their customers about the
experiences they want to share with their friends and family.
Emerging Markets
Experiential advertising
word-of-mouth marketing
strategies
Experiential Marketing
Paper received 29th May 2022, Accepted 11th July 2022, Published 1st of September 2022
Introduction:
The procedure of Rising Markets (EMs) centers on
the central columns of showcasing division, the key
fixings of item cost, dispersion and communication.
It is characterized by non-traditional client behavior
and the rise of unused client bunches. It implies
that, financial conditions and innovation
development have come to a tall arrange where the
wide lion's share of shoppers have altogether more
prominent supplant- able salary. As a result of
developing industrialization and the increment in
business, the high-speed development of EMs gives
millions of consumers’ an unused investing control,
as they tend to consider littler sets of brands at first.
Word-of-Mouth (WOM) has as of late ended up
one of the foremost regularly cited terms in
marketing. It depicts casual discussions and
suggestions from current and potential clients
almost items and administrations. Due to their
validity, these conversations and suggestions have a
gigantic impact on deals. For illustration, agreeing
to a McKinsey & Co. ponder, 67 % of consumer-
goods deals within the USA are based on WOM
(Taylor, John (2003).
This issue increases the importance of adopting
new advertising strategies in EMs to include WOM
in the initial consumers consideration set. The data
introduced in this paper reveal that word of mouth
is more important in EMs, consumers will respond
to products and brands that were able to establish
an interaction that gives people an unexpected
experience, and makes them not only remember it,
but also talk about it.
The aim of this paper is to contribute to improving
the use of word of mouth in experiential marketing
as a business model in emerging markets. The
white paper also clarifies how WOM fits into the
new marketing landscape and how he plans and
evaluates WOM for the best results. This includes
examples focused on emerging market ethics, word
of mouth marketing strategies, and customer brand
consumer experience and consumer word of mouth.
Research problems:
 Emphasize the relevance of word of mouth in
emerging markets to experiential advertising in
various dimensions.
 Determine how experiential advertising can be
functional and successful. It concludes with an
analysis of the empirical views of the public and
experienced experts.
Research hypotheses:
 The improvement of using word of mouth in
Experiential Marketing as a business model will
fit Emerging Markets.
 Using word-of-mouth marketing strategies will
enhance the performance of the experiential
advertising.
Important findings:
Findings suggest how word-of-mouth strategies can
best leverage marketing communication channels to
achieve their goals in emerging markets. This white
paper encourages companies and brands in
emerging markets to consider using experiential
advertising in their marketing strategies.
Definition and Characteristics of Emerging
marketing
The term financial analysts at the Universal Fund
Enterprise (IFC) made EMs in 1981 when the
bunch was advancing the primary shared finance
ventures in creating nations. Since at that point,
EMs has ended up all over within the media,
remote arrangement, exchange wrangles about,
venture finance plans and multinationals’ yearly
reports (Khanna & Palepu, 2010). According to Dr.
Vladimir Kvint (2009), “the president of the
worldwide Institute of Ems”, depict an EMs nation
as a society alter from a fascism to a free market-
oriented economy, with expanding the flexibility of
the financial, progressive combination inside the
worldwide commercial center, an extending center

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The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging Markets
Citation: Hanan Atef (2022) The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging
Markets, International Design Journal, Vol. 12 No. 5, (September 2022) pp 217-224
lesson, moving forward benchmarks of living and
social steadiness, and an increment in participation
with multilateral educate.
Emerging markets are new market structures
resulting from deregulation, digitalization,
globalization and open standards that make the
balance of economic power between seller and
buyer cumbersome. The authors agreed that
emerging markets are a term used by investors to
describe a developing country, where investments
are expected to produce higher returns but carry
greater risk.
Emerging markets such as “Brazil, China, India and
Russia” are emerging in particular thanks to their
modern rapid economic growth. The opening of
these large economies to global capital, technology
and talent over the past two decades has changed
their economic and economic environment. As a
result of this shift, the GDP (Gross domestic
product) growth rates of these countries have
increased significantly more than those of
developed economies, relieving millions of people
from need, creating new middle classes, and
opening new large markets for consumer products
and services. Large, cheap and increasingly skilled
workers give these markets a huge competitive
advantage in manufacturing; Information
technology also allows companies to employ
workers in these markets in truly unique ways
(Khanna & Palepu, 2010).
The characteristics of Ems: First Physical, in terms
of unsuitable commercial infrastructure and the
inefficiency of all other aspects of the physical
infrastructure such as communications, transport
and power generation. Second Socio-political,
including: inadequate legal framework, political
instability, weak social discipline and lowered
technological level, in addition to cultural
characteristics. Third Economic in terms of limited
individual income, centrally managed currencies
with an effective role of government in economic
life, expressed, among other things, in the
management of the transition process to the market
economy (Miller, 1998).
Figure1: The characteristics of Ems
Experiential Advertising:
The move toward experiential Advertisements
happened as a result of three synchronous
improvements within the broader trade environment
(1) The Computerized Transformation, where data
and change are a few of the quickest developing
showcasing channels. (2) The Matchless quality of
the Brand, where everything will before long be a
brand. (3) The Headway in In- arrangement
Innovation, which makes everything gotten to be a
frame of communication and excitement. (Schmitt,
1999, 2011)
Experiential Ads is characterized as a special
framework utilized to extend mindfulness and
move forward brand picture and devotion. Agreeing
to Jobber & Fahy (2009) experiential promoting
does not show up to be constrained to the domain
of only special action. It is the encounter that
clients confront each day to bargain with an
organization and how an organization’s conveyance
of the showcasing blend can boost the customer’s
involvement. This in return, will increment
dependability, deals and benefit (Smith & Wheeler,
2002). Kotler (2002) accepts experiential
promoting events are made to communicate
uncommon messages to target groups of onlookers.
Experiential advertising is “a communication
messages through media or other exists marketing
channels to communicate with different consumers
or business sectors” (Smilansky, 2009).
According to the authors, Experiential promoting is
the variety between telling individuals almost
highlights or benefits inside the restrain of the
thirty-second TV commercial and letting them
encounter it and get their claim “a-ha!” occasion.
It'll make higher association between brands and
target gatherings of people through activities and
engagements that point to realize showcasing
communication destinations, and include esteem to
consumers’ lives. One of the most grounded
reasons that make Experiential publicizing a key
drift for up and coming a long time is since the
require of brand ministers to gather a genuine
information within the midst of an existing
experiential campaign may be a valuable include,
and in comparison with conventional inquire about
strategies it is incredibly reasonable. So within the
one to one interaction individuals are more than
willing to reply, they feel ordinary and common,
and it is simple to urge legitimate input and data
almost both the brand and its programs.
Poulsson and Kale (2004) assumed that the
Involvement arranged showcasing blend comprises
of the components of 4Cs. 4Cs for Experiential
Promoting must be seen not as an elective to the
4Ps blend (EMs) but as a way of empowering
companies to consider the client encounter and to
EMs characteristics
Miller (1998)
Physical
Socio-political
Economic
EMs characteristics
Amadeo (2014),
Lower than average per
person income
The rapid growth
High volatility
The capital markets are
less mature
Higher than average
return for investors

Hanan Atef
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International Design Journal, Volume 12, Issue 5 (September 2022)
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get it how the conventional blend is competent of
being utilized to invigorate sound and passionate request.
Table 1. The opportunities of applying 4PS, 4Cs in experiential marketing
Experiential Marketing / 4Cs
Customer
Cost
Convenience
Communication
Experiential Gives
clients with a few
shape of levelheaded
arrangement. The
advantage gets to be
the sense in which the
customer’s life has
been adjusted
In Experiential fetched
being both unmistakable
and mental to form
important value. Consider
not fair the price of the item
or the full taken a toll cost
to the client, but Adjust
between what must be
given to the client and the
extend to which they get as
a life upgrading benefits.
Experiential considers
frequently the most
effortless channels and
ways of assignment
work best for nowadays
client choice.
Experiential is by and by
significant (media,
message, tone, color,
dialect and so on). It
ought to adjust with
customers’ desires.
Complements customers’
ways of life.
Experiential Marketing 4Ps
Product
Pricing
Place
Promotion
EM's initial offerings
are generally
standardized and
simpler selections
from existing lines.
The price fluctuates
between a skim price and a
lower penetration price
National economic, job
offers, alternative
marketing distribution
routes
Initially limited in EMs
due to lack of broadcast
media.
Hirschman and Holbrook (1985) created a model
describing the experience of consumption (TEAV),
which suggests that the thoughts, emotions,
activities and evaluations that occur during an
experience are clearly linked and mutually
reinforcing. It makes it clear to the consumer what
the identity of the brand is. Encounters in Test
Promoting happen when buyers are seeking out for
items, they look at and assess them (Hoch, 2002).
Schmitt (2011) recommends, “Experience gives
more direction in arrange to include esteem to the
client than satisfaction”. Agreeing to writing survey
of customer and showcasing inquire about analyzes
how experiential happens and its sorts of encounter
in showcasing approaches by Schmitt (1999), there
are five sorts of involvement showcasing
approaches called “Strategic Experiential Modules”
(SEMs) incorporates feel, sense, think, act and
relate. These properties act as Involvement
suppliers.
The part of Experiential Promoting is closed
associated to advancing a item in a energetic way.
It'll be an viable way of promoting in EMs
customers, for case IKEA attempted to lock in their
buyers in genuine encounter in their experiential
campaign for IKEA Lodgings - IKEA select to
outfit a few lodgings with their items and these inns
get a total makeover counting tables, beds, couches,
chairs and kitchenware. This involvement gave
individuals the opportunity to live with IKEA and
truly involvement their brand for many days instead
of fair look at the items briefly at an IKEA store.
Figure2: experimental Ads for IKEA by using Augmented reality application
Word of Mouth (WOF) and Consumer Behavior
Millions of dollars may spend on promoting
campaigns, but making up a consumer’s intellect by
employing a word of mouth suggestion or proposals
from a trusted source isn't as it were straightforward
but too free. Word of mouth can cut through the
clamor rapidly and successfully. In truth, “word of
mouth is the essential calculate behind 20% to 50%
of all acquiring decisions” (Bughin, Doogan &
Vetvik, 2010). It contains a most noteworthy
influence when buyers are buying a item for the
primary time or when items are moderately costly,
look for more conclusions, and ponder longer than
they something else would. Since of the
computerized insurgency, audits of the item are
posted online and conclusions are dispersed
through social systems.
In later decades the Internet open new making for
people to share information, has been changing the
way buyers share their positive and negative

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The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging Markets
Citation: Hanan Atef (2022) The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging
Markets, International Design Journal, Vol. 12 No. 5, (September 2022) pp 217-224
opinions. As Bickart and Schindler (2002) have
contended, normal word-of-mouth communication
comprises of talked words traded with one
companion or relative in face-to-face-
communication. By differentiate, online word of
mouth comprises within the transmission of
personal suppositions and encounters through the
composed word. An advantage of this new kind of
word-of-mouth communication – specifically, the
composed word – is that individuals can seek data
at domestic. Composing may moreover transmit the
data in a more intact manner and make it show up
more formal (Brown, Broderik and Lee, 2007).
A part of investigates have appeared the affect of
the Web as a communication medium on buyer
behavior and criticism. All these consider tend to
see at the marketer-led angles of communication by
means of the Web. The term “word of mouth”
implies a communication between customers to
buyer with no money related motivations. It is the
act of customers giving online or offline by sending
fair data to other customers. Word of mouth has
distinctive degrees of impact on shoppers at each
organize of utilization travel.
Whereas word of mouth is evidently complex and
includes a incredible number of potential roots and
inspirations, there are three shapes of word of
mouth that marketers ought to get it:
“consequential, experiential and intentional”
(Bughin, 2010). Significant happen when customers
are uncovered specifically to conventional
showcasing campaigns that exchange on publicized
messages almost the brands. Experiential
Showcasing is the foremost effective and common
shape, regularly bookkeeping for 50% to 80% of
word of mouth movement in any given item
category.
“Experiential word of mouth” is the foremost
effective and common form of publicizing. The
foremost effective Experiential Showcasing
campaigns get individuals buzzing approximately
the brand. The extraordinary objective of any
campaign is to impact positive response in-person
and makes online conversations approximately the
encounter. There are three components that
influence word-of-mouth affect: (a) the message
substance must address vital highlights of the item
or benefit to impact consumer’s choices. (b) The
character of the individual who sends a message
since the word-of-mouth collector must believe the
sender and accept that he or she truly knows the
item or benefit. (c) The setting of the environment
where word of mouth spreads is vital to the control
of messages. So in the event that the messages
passed through tight and trusted systems, they may
have less reach but they will have more noteworthy
affect than those spread through conventional
media (Jaques, 2010).
Types of Word Of Mouth Marketing (Cherylle,
2022):
1- Peer-to-peer: “I fair had the most pleasant dinner
at a eatery downtown,” a companion says to
another companion. I accept you'd appreciate
it!” this is the best shape of word of mouth
promoting. Once you listen a recommendation
from a colleague you regard and believe, you're
distant more slanted to undertake out the item,
eatery, or other benefit yourself. This shape of
engagement is troublesome for marketers to
precisely screen or specifically affect. In arrange
to improve your reports, ask around how unused
clients learned around you. In the event that they
reply, "I listened approximately you through a
companion," you'll be able inquire them to
expand on what their buddy acknowledged
particularly. Learning these things will assist
you to contribute your time and vitality to
building your brand.
2- Buzz Showcasing: A viral showcasing strategy
pointed at boosting a campaign's or product's
word of mouth potential, whether through talks
among customers' family and companions or
larger-scale wrangles about on social media
stages. Companies that utilize buzz promoting
need to raise mindfulness of their items and
administrations through expanded online
activity, as well as progress deals and benefits,
by getting customers talking approximately
them. In case a organization chooses to advance
a item through a few frame of occasion based
around a appear or stunt of a few kind, where
buyers can attempt the item and are energized to
share their impressions through conventional
discussion or online, that's an case of buzz
promoting.
3- Product Seeding: When a company gives free
products to a client with no strings joined or
asks. In spite of the fact that it may show up
excessive idealistic, more brands are receiving
this cost-effective methodology. Within the
unending ocean of miniaturized scale
influencers, item seeding too permits you to
scale your influencer connections and
distinguish brand evangelists. Working with
craftsmen who are passionate about your item
instead of merely for the cash is the objective.
You'll be able scale your campaigns whereas
keeping cost-effective by utilizing your item as
stipend for influencer substance. Its not as clear
as conveying free stuff to a list of influencers
chosen at arbitrary. It takes time and exertion to
effectively seed influencers with items.

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Figure 3: types of WOM
Word Of Mouth Marketing Strategies (Cherylle,
2022):
Whereas arranging for a company's showcasing
arrange, their objective is to endeavor to rank on
Google and gotten to be prevalent on Facebook in
arrange to extend their commerce, and that's affirm,
but the most reason businesses flourish is since they
fathom issues. (1) User-generated substance
(UGC): is substance made and shared by buyers
approximately brands or items. It’s fair, builds
believe, and gives marketers additional collateral to
work with. 86% of millennial say UGC may be a
great marker of the quality of a brand or benefit.
UGC recordings can increment deals viability by
20%. Millennial 5.4 hours a day with substance
made by their peers. (2) Share client surveys: 79%
of individuals believe tributes and online audits as
much as individual proposals. (3) Make Association
with industry influencers and thought pioneers:
Influencers are precisely what their title
recommends; people with a solid taking after and
control to impact the convictions and behavior of
those in it. 40% of individuals say they’ve acquired
a thing online after seeing it utilized by an
influencer on Instagram, Twitter, Vine, or
YouTube. 49% of individuals say they depend on
suggestions from influencers when making buy
choices. 73% of marketers say that they have
distributed budget for influencer promoting. (4)
Offer a share-worthy encounter. At the conclusion
of the day, the most straightforward way to create
word-of-mouth promoting in this advanced age is to
offer a one of a kind, share-worthy encounter.
Research Methodology:
Numerous huge brands are included with
experiential showcasing; a few of the finest ‘big-
brand’ showcasing campaigns are conducted by
master Experiential Promoting Companies. Coca-
Cola, IMRB, McKinsey, Jack Morton these Brands
utilize a variety of promoting methodologies in
arranges to attain this enthusiastic association with
their buyers. Brands are taking openings to an
extraordinary development in publicizing that thing
to the world. Indian, Brazil, South Africa and China
as the greatest EMs have as of now tested with this
experiential concept.
First: In this part we will analyze experiential
advertising using WOM in emerging countries
utilizing the following: Experiential activity, Word
of mouth, Market mix and Experiential best
practices. Here are the three campaigns described in
table 2,3 and 4
Case study (1): Table 2: Burger chain Wendy's case study
Case study
Burger chain Wendy's
Experiential
activity
Social media is a magnificent way to extend word-of-mouth, particularly in the event that
your brand’s adroit, witty posts, and intuitive stand out from the pack—and indeed go viral.
Wendy’s offers a prime case.
Market mix
The company propelled the Pretzel Bacon Cheeseburger with a "Adore Tunes" computerized
advancement. The advancement included different entertainers singing consumers' Facebook
comments and tweets. The promoting campaign was effective in "amplifying gathering of
people reach to the all-important millennial buyers at a division of the taken a toll,"
Word of
mouth
Word-of-mouth strategy: Leveraging social media; creating virality
Experiential
best practices
on-point memes and timely pop culture references, Wendy’s now-iconic Twitter account got
everyone talking about the fast-food brand.
Peer-to-
peer
A viral
showcasi
ng
strategy
Product
Seeding

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The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging Markets
Citation: Hanan Atef (2022) The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging
Markets, International Design Journal, Vol. 12 No. 5, (September 2022) pp 217-224
Case study (2): Table 3: Under Armour case study
Case study
Under Armour
Experiential
activity
Rather than tossing itself into a swarmed athletic wear showcase, Beneath Defensive layer started
word-of-mouth promoting by setting itself decisively separated from its potential competition.
Beneath Protective layer made athletic attire centered on athletes’ execution and consolation, “built
from microfibers that evil dampness and kept competitors cool, dry, and light.”
Market mix
Its posts on Instagram and other stages regularly highlight motivational cites and don't empower
potential buyers to buy something. With this, the brand is able to construct a relationship with its
adherents, and make acknowledgment for its items rather than only attempting to offer them a item.
Additionally, the brand effectively leverages its picture as a ‘purpose brand’ on social media and
other computerized stages. Other posts incorporate pictures of the brand’s items and recordings with
competitors. These posts are steady with the “I will” campaign procedure.
Word of
mouth
Word-of-mouth strategy: Creating an innovative product with little to no competition
Experiential
best practices
Some of Under Armour’s best-known digital ad campaigns include ‘I Will What I Want,’ which
again features the slogan of the brand. In its different advertisements, the brand works in
collaboration with athletes, who explain their understanding of the “I will” concept.
Case study (3): Table 3: Red Bull case study
Case study
Red Bull
Experiential
activity
Red Bull uses a multi-pronged strategy for increasing word-of-mouth, but all parts of this strategy are
focused on creating on-brand adventures and experiences that generate buzz.
Market mix
(Today, the company holds the most elevated showcase share among vitality drinks, coming to the
mind-blowing 38% all inclusive – and we are going jump into a few of the privileged insights behind
Ruddy Bull Promoting that made them so successful.
Their fun and humoristic approach to promoting. It all begun back in 2000 with a arrangement of
video advertisements with particular outlines that continuously drew the consideration of the
audience.
Word-of-mouth Promoting is one of the foremost successful shapes of promoting since over 92% of
shoppers believe their companions and family more than they believe ordinary media.
Word of
mouth
Word-of-mouth strategies: Buzz-worthy, on-brand experiences; brand ambassadors
Experiential
best practices
From the beginning, their Wings Team of young, adventurous brand ambassadors, who share Red
Bull one and at events, have been an integral part of their marketing strategy.

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Second: a survey was conduct on a sample of 100
participants (63 female and 37 male, age from 35
to55) to evaluate the followings: (1) Importance of
word of mouth from consumer perspectives. (2)
Experts the most credible WOM (academics,
industry experts, government, friend).
The results show that: (1) Importance of word of
mouth from consumer perspectives.
According to an internet-based survey ‘Trust, Value
and Engagement in WOM Advertising’ 50%
primarily trust in the recommendations of other
consumers, and in consumer opinions published
online 70% agreed. Traditional media such as
newspapers 10% and television 30% and radio 15%
are mentioned. 47% respondents trust from
information about companies and products from a
person similar to themselves as credible.
Figure 4: Importance of word of mouth from consumer perspectives.
(2) Experts the most credible WOM (academics,
industry experts, government, friend). According to an internet-based survey, 53% trust
academics resources, 89% trust government
websites, 83% trust industry experts and a friend.
Figure 5: the most credible WOM
According to researchers the use of WOM will
increase in Experiential Marketing plan, especially
in Emerging Markets. However it will trigger by:
(1) experimental advertising, (2) media, (3)
sampling, (4) events and anything that is new,
different or surprising. Using word-of-mouth
strategies will enhance the performance of the
experiential advertising. According to the findings
we can highlight the main components are: media,
key opinion leaders, social networking sites, blogs
and online content communities.
Conclusions:
This study has analyzed the basics of WOM. It
states that WOM dialogs are insinuate,
fundamentally happen face-to-face and are
generally positive. It shows up that a few
individuals tend to spread more WOM than others.
Individuals lock in into WOM for numerous diverse
reasons. The main share of these thought processes
are associated with item involvement (prevalent
item execution, extraordinary representative
behavior, lacking reaction to item issues,
insufficient product-value/price recognitions).
Marketers can moreover spread viral promoting
messages through mail or SNS. They can make a
common buzz, which invigorates both WOM and
reputation, for case by unique and shocking
promoting campaigns. However, it is critical to note
that the character of WOM varies agreeing to the
specific item category.
0
10
20
30
40
50
60
70
80
Importance of word of mouth
from consumer perspectives
020 40 60 80 100
academics resources 1
government websites
industry experts
friend
Experts the most credible WOM

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The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging Markets
Citation: Hanan Atef (2022) The Role of Word of Mouth in Experiential Advertising an Empirical Study in Emerging
Markets, International Design Journal, Vol. 12 No. 5, (September 2022) pp 217-224
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