Defining Event Marketing as Engagement-Driven Marketing Communication

Abstract

Event marketing has been one of the popular corporate marketing strategies for decades. The method is experiential and aims to transform not only attendees' perceptions but also their behavior. Despite this, several events have failed to build loyalty or the purchase intention beyond the entertainment value. In addition, event marketing now focuses on gaining purchase and visit intentions. When a company focuses on engagement, it causes an increased usage desire and longer customer lifetime value. However, as a consequence of such communications, research into the engagement effect of an event has been lacking. This study clarifies the literature review to better understand it. This study reviews 40 relevant scholarly publications from the Scopus database to build a novel concept of engagement-driven event marketing. This article narrows the search using event marketing characteristics. Previous research has found six event types: sports, festivals, concerts, special events, trade shows, and meetings. Five factors influence the attendees: purchase intention, visit intentions, word-of-mouth, brand loyalty, and brand equity . This paper presents a new event marketing model based on Nufer (2015) and Żyminkowska (2019). Attendee engagement is defined by the relationship among the event’s content, the event’s involvement, the event-brand image congruency, and the attendee’s experience of the event’s content. There are also suggested theoretical and managerial considerations.

Exploring the role of digital green marketing campaigns and environmental beliefs in shaping tourist behavior and revisit intentions in eco-tourism

“…This finding is consistent with other research indicating that both digital green marketing campaigns and tourist pro-environmental behavior have an impact on the intention of tourists to revisit ecodestinations. (Butkouskaya et al, 2021;Foster et al, 2020;Kumar & Sadarangani, 2021; M. T. Lee et al, 2020;Setiawan et al, 2022;Shien et al, 2022;Yu, 2022). H9: Tourist Environmental Belief has a positive effect on Revisit Intention to Eco-Destination mediated by Tourist Pro-Environmental Behavior Table 7 supports hypothesis 9, indicating that tourist environmental belief has a positive effect on revisit intention to an eco-destination, mediated by tourist pro-environmental behavior.…”

“…Hence, the formulation of this hypothesis is as follows: Hypothesis 1: Digital Green Marketing Campaigns have a positive effect on Tourist Proenvironmental Behavior Digital Green Marketing Campaign and Revisit Intention to Eco-Destination Companies commonly utilize marketing communications to shape consumer needs. As part of the company's marketing strategy, event marketing can be used to develop a consumer connection with the product or service brand (Setiawan et al, 2022). In the context of tourism, Ariyeni et al (2020) found that green marketing initiatives can enhance tourists' desire to revisit Pariaman Beach.…”

“…The destination's image will impact tourists' decisions when selecting a destination, assessing their upcoming visits, and their future travel desires (Budi Riyanto et al, 2022). Hence, the formulation of this hypothesis is as follows: Previous research has shown a direct correlation between digital marketing and customers' inspired behavior and desire to participate in repeated product purchases or visit sports facilities at specific places (Butkouskaya et al, 2021;Foster et al, 2020;Kumar & Sadarangani, 2021;Setiawan et al, 2022). Further research also has indicated that digital marketing has a direct correlation with one's behavior.…”

Evaluasi Pemasaran Jasa Pendidikan Tinggi Keguruan dan Ilmu Pendidikan Perguruan Tinggi

“…Kegiatan dasar yang dilakukan untuk menarik minat dan juga memperbaiki kualitas perguruan tinggi di tengah persaingan adalah pemasaran (marketing) (Setiawan et al, 2022;Wichmann et al, 2022). Dalam konsep pemasaran, dikenal suatu marketing mix yang berisi aspek/variabel pemasaran untuk mencapai tingkat penjualan yang ingin dicapai (Thabit & Raewf, 2018;Wichmann et al, 2022).…”

Anglicism in Speech of Emmanuel Macron and François Hollande

“…There are two forms of language in general, namely spoken language and written language (Albiladi, 2018;Gustiasari, 2018;Ngongo & Ngongo, 2022). Despite the differences in how these two languages are used, both have the same communicational goal: to ensure that the speaker's message is properly and clearly understood by the other person (Kasmahidayat & Marcia, 2018;Setiawan et al, 2022). Communication is considered as a tool utilized by humans to achieve certain goals, such as imparting knowledge, persuading, or acquiring power."…”