RETRACTED: The Role of Experience in the Digital Age and Its Purpose in the Value Creation Process

Advances in new technologies have disrupted the business environment with increased access to information and communication tools that cause a shift from traditional brick-and-motor business to online business models. These changes have impacted the way products and services are marketed. Importantly, creation of value in marketing has changed consistent with the live experience dynamic in the new business environment. The aim of the present evaluation, therefore, is to assess the potential of experiential marketing in the digital era in the process of value creation in online businesses. In the process, a mixed-methods research was conducted guided by a pragmatist epistemology and abductive logic in the evaluation of secondary qualitative and quantitative data sourced from online journal data repositories.