| Title | Social Media Marketing in the Event Industry: An Empirical Study to Determine Factors Influencing the Distribution of Events |
| Authors | Reichstein, Thomas and Brusch, Ines and Meier zu Ummeln, Rebecca |
| Year | 2020 |
| Volume | Archives of Data Science, Series A 6(2) / 2020 |
| Abstract | Digitization offers great potential for many areas, including event marketing. Newsletters and social media are already being used successfully by companies to draw attention to their events. Social media marketing can help to increase the reach of events. In this context, it is important to understand which factors influence the intention to interact and interest in event announcements. Using an image manipulation experiment, we examined the influence of four framework conditions on event announcements: Image (present vs. absent), number of persons interested (high vs. low), title length (long vs. short), and relationship information (present vs. absent). The results showed that event announcements with an image elicit significantly higher intention to interact. In addition, interest increases significantly when relationship information is present in the ad (when there is a basic interest in the event). Furthermore, we analyzed the influence of emotionality of event images. We show that emotionality is positively significantly correlated with the intention to interact and interest. |