Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
How does Event Marketing work on Social Media?: A qualitative study exploring Event Marketing in a Social Media context
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Event marketing is a way for businesses to entertain consumers and promote the brand or product through the use of events. Within event marketing, entertainment, excitement and enterprise are important concepts to include in order to create a successful event. Purpose: The purpose is to explore event marketing in a social media context. The research question is “How is event marketing on social media experienced?” Methodology: This research undertook a qualitative research approach of explorative nature. Un-structured in-depth interviews was conducted with seven participants, sampled with quota sampling. The participants were selected with the criteria of being between the ages 16-34 and using social media and having previously experienced event marketing on social media. After these seven interviews had been conducted, saturation was reached. Conclusion: The main findings of this research are that entertainment, authenticity, innovation and quality are important categories of event marketing in a social media context. Thus, all four categories have an impact on the experience of an individual seeing a marketing event on social media. The category entertainment was shown to be influenced by authenticity, innovation and quality, which in turn has an effect on the experience of the viewer of the event.

Place, publisher, year, edition, pages
2019. , p. 110
Keywords [en]
Event marketing, communication, social media, experience, event marketing on social media, marketing events on social media.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85831OAI: oai:DiVA.org:lnu-85831DiVA, id: diva2:1329808
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-24 Last updated: 2019-06-26Bibliographically approved

Open Access in DiVA

fulltext(1102 kB)84 downloads
File information
File name FULLTEXT01.pdfFile size 1102 kBChecksum SHA-512
9e7d6ed5fc7d06e471d9e8162dc737d79c286d3f66d18b287bcf8fd7ae795b5c6d639c03d0f9d59e890a2f773fc65f8bf09a5501efa12e62b5bf739b9be56a48
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 84 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 244 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf