We reviewed 58 empirical articles from the last two decades on experiential marketing in the e-commerce context. This literature review seeks to shed light into the fields of experiential and digital marketing, addressing the gaps in experiential aspects that appear during an online shopping session found in the literature. Thus, the paper identifies the elements that create the optimal consumers’ experience together with advantages, challenges, and strategic advice associated with the overall digital experience, an aspect that develops a more sustainable relationship between customers and e-businesses. The findings reveal that the most reported advantage of the overall digital experience is that it provides enhanced satisfaction, an aspect that is crucial for both consumers and online businesses, while some noted that frequent challenges are providing high levels of interactivity and trust. We found several other advantages and challenges of online consumer experience that led to the outlining of the strategic advice for online businesses, all being discussed in detail. The paper addresses a theoretical framework of digital marketing that is relevant for both academics and practitioners, suggestions for future research directions, and key research implications being offered.

Inclusive education represents one of the most challenging aspects of modern education. In recent years, a major challenge in achieving inclusivity in education has been to find modern tools that might adapt the teaching process to the needs of children with disabilities. This article investigates the possibility to use virtual reality (VR) technology to improve the learning process of children with disabilities. In this regard, a qualitative study based on the Focus Group method was conducted among 31 specialists who work with children with disabilities, with the aim of identifying potential opportunities and limits of using VR technology in the education of this category of children. The research results reveal that for most of the interviewees the VR application was a new experience; they appreciated that this technology could improve the educational process for children with disabilities and it could become a useful tool to support the education of such children. These results could have a positive impact on the activities carried out by policymakers, academia, and the economic environment in their efforts to implement policies aimed at improving the inclusive education system. To this end, some VR applications could be developed in a collaborative system involving IT companies and universities in the designing and implementation of these applications.

Monitoring the satisfaction of sales representatives is a major challenge in business based on multi-level marketing systems (MLM), as a high level of satisfaction could determine the sales representatives’ loyalty and subsequent business growth. The purposes of this study are (i) to measure the sales representatives’ satisfaction with various experiences they face within the MLM system, (ii) to identify the main satisfaction factors that synthetically illustrate the sales representatives’ experiences with the MLM system, and (iii) to determine the influence of satisfaction factors with MLM experiences on the intention to recommend the system to other people interested in joining the business. The research was based on a survey among 412 sales representatives of companies that use an MLM system in various fields of activity. The main factors that summarize the experiences that sales representatives have within the MLM systems have been identified by using an exploratory factor analysis (EFA). Further, the satisfaction with these factors was analyzed in relationship with the intention to recommend the system for the development of their individual business. The research results indicate three major experiences of the sales representatives: (i) experiences within the MLM system, (ii) experiences with customer relationships, and (iii) experiences with the product. The results also show that the higher satisfaction with these factors is, the higher the likelihood to recommend the MLM system. This study provides a contribution to the body of knowledge in using experiential marketing for sustainable business development and provides management insights for companies that use MLM systems.