In today's society, the demand for shopping and entertainment is increasing. To meet the diverse needs of various consumer groups, department stores provide a variety of facilities and shopping activities. Unlike traditional department stores, which occupy a high-end market position and import goods, today's department stores cater to a broader range of consumers and offer a more comprehensive experience. Experiential marketing by department stores can increase consumer engagement, thereby affecting brand love. This study explores the impact of experiential marketing and brand love in department stores, using customer participation as a mediating variable. A questionnaire survey of consumers who have experienced department stores was conducted, collecting 277 questionnaires, with 258 valid responses, resulting in a valid sample rate of 93.1%. The data was analyzed using SPSS software. The empirical results show that experiential marketing and brand love have a significant positive relationship; customer participation partially mediates the relationship between experiential marketing and brand love.
