Currently, marketing has undergone immense changes due to the advancement of technologies and changing trends, which has caused the current consumer to present different types of demands than those achieved in past decades, now being guided by their emotions and feelings, companies have been forced to develop strategies that can satisfy, attract and primarily connect with current consumers.
Determine the relationship between Experiential Marketing and the Humanization of Brands to Connect with the Postmodern Audience. A bibliographic review of 13 research articles on topics related to the main objective of the research has been carried out. It has been determined that there is a relationship between Experiential Marketing and the Humanization of Brands, since both appeal to the emotional and sentimental side of the consumer, in this way the consumer becomes an active subject within this marketing style.
