ExPro as psycho-affective stimulators through experiential marketing in nonprofit organizations

Abstract

This article aims to analyze the relationship of experience
providers (ExPro) as phyco-affective stimulators in
experiential marketing in non-profit organizations in the
Colombian Caribbean region, it was framed in the
complementary methodology, under the type of

correlational studies and was carried out under a non-
experimental, transactional and field design. The facts

were also studied from January 1/2018 to November
30/2018, where a questionnaire with a Likert scale was
applied, which was validated at the discretion of 5 experts
with an alpha coefficient of Cronbach 0.85 (Very high),
aimed at a population of 273 young people between 18-25
years in the departments of Córdoba and Sucre which are
intervened socially for 5 foundations, statistical data was
processed in Microsoft Excel2010, SPSS v25 and @risk
(Montecarlo method), subsequently 3 marketing experts
were discussed and interpreted through the hermeneutic
or interpretive method using it as a tool for qualitative
analysis Atlas.ti8 software, generating criteria for weighting
and design of inference rules in the fuzzy logic module
(Matlab2017), to obtain the following results: standard
deviation of 0.23982, correlation between variables of
0.666 (moderately positive). Consequently, 7 rules were
generated for the inference module under the simplification
of 5 categories of the Likert scale to 3 categories
according to proportionality: Strong: 3.41 - 5.00, Medium:
2.61 - 3.40 and Weak: 1.00 - 2.60; as a significant find, the
internal staff (Expro) generates greater influence among
the psycho-affective stimulators in nonprofit organizations.