Impact of Perceived Experiential Advertising on Consumer Behavior in Nepal: Evidence from S-O-R Theory
Bibliographic record
Abstract
Background: Advertising styles have evolved, with experiential or engagement-based advertising emerging as a future trend. But, how different dimensions of experiential advertising impact brand credibility and consumer behavior in Kathmandu Valley is not examine so far. Objective: The study aims to assess the causal relationships between the influence of experiential advertising dimensions on brand credibility and consumer behavior, using the Stimulus-Organism-Response (S-O-R) theory as a framework. Method: An exploratory research design was employed, guided by the S-O-R theory. Data were collected through a survey administered using KOBO Toolbox and a structured questionnaire. Structural Equation Modeling (SEM) was used to analyze the data and explore the relationships between perceived experiential advertising, brand credibility, and consumer behavior. Result: The study finds that brand credibility mediates the relationship between perceived related, cognitive, and behavioral experiences and consumer behavior. SEM analysis reveals that related and behavioral advertising significantly impact brand credibility. Additionally, both related and behavioral advertising, as well as brand credibility, are significant predictors of consumer behavior. These results confirm the theoretical relevance of the S-O-R theory in the context of experiential advertising. Conclusion: Experiential advertising, particularly related and behavioral experiences, significantly impacts brand credibility and consumer behavior in Nepal. The findings suggest that organizations can benefit from focusing on these dimensions to build and maintain strong consumer relationships, enhancing long-term engagement and loyalty. Paper Types: Research Paper Keywords: Banking sector, brand credibility, consumer behavior, experiential advertising, SEM JEL Classification: M37, C12, D91, H1
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.013 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.002 | 0.001 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.004 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".