Experiential Marketing (Social Support) and Brand Usage Intention
In Sudanese Service Sector (mobile application taxi)
Abstract
The purpose of this study is to investigate the effect of experiential marketing (social presence) in the online mobile application taxi at Khartoum State. The study model was built depending on technologic acceptance model theory (TAM), and used descriptive method and tested on 384 customers in six companies in Khartoum State through using a non-probability sample, by means of a questionnaire which developed and refined through experts’ interviews and the panel of judges committee. The results of the study indicated partial support relationship between experiential marketing and brand usage intention. Finally, the results showed that that there is a positive relationship between experiential marketing (social presence) and brand usage intention. Finally, the current study recommends consider that this subject must be carefully investigated in specific area of Sudanese services sector
References
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