Experiential marketing and its impact on loyalty to the sport of quadball among young people in Metropolitan Lima, 2024
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Abstract
Quadball, an inclusive sport inspired by the Harry Potter universe, has been practiced in Peru since 2008. However, it did not achieve sufficient visibility to attract and retain young players. Therefore, the objective was to determine the impact of experiential marketing on loyalty toward quadball in Metropolitan Lima during 2024. The study adopted a quantitative, explanatory, and cross-sectional approach, with a non-experimental design. The population consisted of 164 quadball players in Metropolitan Lima, from which a sample of 108 participants was selected through simple random sampling. A questionnaire validated by expert judgment (22 items plus two sociodemographic questions) was applied. Data were collected through online surveys and analyzed using descriptive and inferential statistics, applying Pearson’s chi-square test. Findings showed predominantly high levels for both experiential marketing and loyalty: 83.5% of participants were at a high level and 16.5% at a medium level for both variables. The evaluated dimensions also showed positive results, especially visualization and bonding. The chi-square test (χ² = 3001.442; df = 1768; p < .001) confirmed the hypothesis, establishing that experiential marketing had a significant impact on loyalty toward quadball. The study demonstrated that immersive and experiential practices fostered player loyalty, consistent with the literature. The results provided empirical evidence to the field of sports management and marketing, suggesting that strategies based on inclusive and community experiences are key to consolidating emerging sports in Peru.
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