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Analysis of virtual event marketing opportunities
... Event marketing is a relatively new communication technique that has expanded into event effectiveness (Setiawan et al., 2022). Kęprowska (2022) listed different types of events, including conferences for educational gathering, information exchange, and relationship building. Event marketing helps event organizers achieve their objectives, yet research is limited with regard to the effect of event marketing on customers' purchasing behavior and loyalty (Setiawan et al., 2022). ...
Purpose
The main objective of this study is to lay the groundwork for a systematic approach to selecting social media influencers (SMI) for influencer marketing campaigns.
Design/methodology/approach
This study achieves its objective by presenting an innovative framework that combines the ordinal priority approach (OPA) with the Delphi method. This hybrid approach is applied to an academic event promotion case study. The original 22 selection criteria for SMIs were derived from the Delphi evaluation. These criteria were subsequently ranked using modified OPA to select influencers in a systematic and hierarchical fashion.
Findings
This research proves the effectiveness of the framework by applying it to a case study. Three top-level critical criteria, 13 intermediate-level criteria and six additional criteria are revealed by this hierarchical prioritization of SMI selection criteria. This methodical procedure allows for a more logical and educated decision-making process in selecting the best influencers for marketing campaigns. This research also proves the feasibility of the proposed model.
Practical implications
Better influencer marketing campaigns and marketing resource allocation are possible outcomes of the suggested framework, which marketers and businesses can use as a more organized and objective tool for selecting SMIs.
Originality/value
This study contributes to the field of influencer marketing by developing and validating a novel decision framework. This work not only fills the gap in existing research regarding quantitative decision-making models for SMI selection but also expands applications of the OPA method to address service supplier selection problems.
Events sind Veranstaltungen mit Erlebnischarakter. Zum Eventmanagement gehört die Frage, was ein Event auszeichnet, wie man eine Veranstaltung in den Augen der Besucher einzigartig macht und wie man ein solches Event in der Praxis umsetzt.
Das Buch führt in die Grundlagen des Eventmanagements mit seinen Aufgabengebieten von der strategischen Planung bis zur operativen Durchführung und Steuerung ein. 14 ausgearbeitete Beispiele aus der Praxis und 72 Checklisten und Formblättern ermöglichen eine sichere Planung und Organisation. Die Autoren haben vielfältige Erfahrungen mit Projekt- und Veranstaltungsmanagement, Eventmanagement und Eventmarketing aus verschiedenen beruflichen Bereichen zusammengetragen und einen Leitfaden für alle erstellt, die ihre Veranstaltungen (noch) erfolgreicher machen wollen. In der dritten Auflage finden sich neue Abschnitte zu Marketing und Kommunikation, zur konzeptionellen Entwicklung von der Vision zum Event, sowie zu Logistik und Catering mit dem zugehörigen Marketing-Mix. Das Projektmanagement wurde durch das Thema Softwareunterstützung ergänzt, außerdem wurden die neuesten gesetzlichen Bestimmungen berücksichtigt.
This article reviews ‘event tourism’ as both professional practice and a field of academic study. The origins and evolution of research on event tourism are pinpointed through both chronological and thematic literature reviews. A conceptual model of the core phenomenon and key themes in event tourism studies is provided as a framework for spurring theoretical advancement, identifying research gaps, and assisting professional practice. Conclusions are in two parts: a discussion of implications for the practice of event management and tourism, and implications are drawn for advancing theory in event tourism.
Events. design and Experience (Events management)
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