The impact of live shows on consumers behavior: systematic and Literature review

Abstract

This systematic analysis, which is based on 74 studies, demonstrates that the performing arts exert a favorable and significant influence on customer purchasing behavior. They intensify emotional involvement, encourage spontaneous purchases, elicit oral recommendation and affect the value attributed to brands. Cultural experiences also help consumers strengthen their social identity. These effects are confirmed by the neuromarketing techniques employed in various researches, which examine emotional and cognitive responses. However, the literature has its limits, including a lack of studies in developing countries, insufficient long-term analysis, and an incomplete exploration of digital performances.

Ultimately, living art is an effective way to generate marketing value and improve the link between consumer and brand. However, further studies are essential to incorporate emerging technologies and examine long-term impacts.

Classification JEL : D10 Z10 Z18 Z19

Paper type : Theoretical Research