ICTACT Journal on Management Studies

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of Social Media on Event Marketing-An Analysis


Affiliations
1 Department of Mechanical Engineering, ATME College of Engineering, India
     

   Subscribe/Renew Journal


In recent days with the increase in the use of advanced technology in the field of digital media there is a drastic changes and improvements that has taken place in the arena of communication, the traditional methods of advertising and communicating and researching to the expected customers are not that convincing when compared with the new type of communication methods, which have come into existence in recent days, the latest type of electronic communication is much faster, simpler and easily accessible and also highly economical in its operation, most of the times the cost involved may be negligible and can reach to higher number of relevant customers. With growing immense popularity of internet, the advancement in the electronic media is gaining popularity. Traditional medium of communication has been replaced by this interactive form of digital medium of communication. Since, differentiation is the winning mantra of any form of advertising; event marketing has definitely taken a hot seat. Social media have provided new opportunities to consumers to engage in social interaction on the internet. Consumers use social media, such as online communities, to generate content and to network with other users. The study of social media can also identify the advantages to be gained by business. This paper emphasizes on the pros and cons of the implementation of the social media in event marketing. Social media is a very strong arena which is growing rapidly in recent days especially among the youths which plays a crucial role in the communication sector, it is very evident and has a strong belief that the event marketing is going to grow and can reach a large number of consumers through the social media, because of its easy accessibility and economy of its usage.

Keywords

Social Media, Event Marketing, Internet, Analysis.
Subscription Login to verify subscription
User
Notifications
Font Size

  • P. Baines, C. Fill and K. Page, “Marketing”, 2nd Edition, Oxford University Press, 2011.

  • Johan Bollen, Huina Mao and Xiaojun Zeng, “Twitter Mood Predicts the Stock Market”, Journal of Computational Science, Vol. 2, No. 1, pp. 1-8, 2011.

  • Hoyle Leornard, “Use of Facebook in Academic Health Sciences Libraries”, Journal of the Medical Library Association, Vol. 97, No. 1, pp. 43-46, 2002.

  • Jessi Hempel, “Event Marketing”, Willey, 2013.

  • Jessi Hempel, “LinkedIn: How It's Changing Business”, Available at: http://dcbi.deltacontrols.com/docs/default-source/Sales/linkedin.pdf?sfvrsn=0.

  • V. Rajapat, “Social Media-Trends and Growth of Digital Media”, Available at: https://www.siliconindia.com/magazine_articles/Social_Media_Trends__Growth__of_Digital_Media-QHQP264223093.html.

  • David Meerman Scott, “The New Rules of Marketing and PR- How to Use Social Media, Blogs, New Releases, Online Video, and viral Marketing to Reach Buyers Directly”, 2nd Edition, John Wiley and Sons, 2008.

  • T. Tuten and W. Angermeier, “Before and Beyond the Social Moment of Engagement: Perspectives on the Negative Utilities of Social Media Marketing”, La Revue Gestion et Organisation, Vol. 30, No. 3, pp. 69-76, 2013.

  • R.L. Dryer, “Advising your Clients in the New World of Social Media : What Every Lawyer Should Know about Twitter,Facebook, Youtube and Wikis”, Utah Bar Journal, Vol. 23, No. 3, pp. 16-21, 2010.

  • L.V. Casalo, C. Flavian.and M. Guinaliu, “Understanding the Intention to Follow the Advice Obtained in an Online Travel Community”, Computers in Human Behaviour, Vol. 27, No. 12, pp. 622-633, 2011.

  • M. Sigala, “eCRM 2.0 Applications and Trends: The Use and Perception of Greek Tourism Firms of Social Networks and Intelligence”, Computers in Human Behavior, Vol. 3, No. 27, pp. 655-561, 2011.

  • T. Hennig-Thurau and G. Walsh, “Electronic Word-of-Mouth: Motives For and Consequences of Reading Customer Articulations on the Internet”, International Journal of Electronic Commerce, Vol. 8, No. 2, pp. 51-74, 2003.

  • B. Bickat and R. Schindler, “Internet Forums as Influential Sources of Consumer Information”, Journal of Interactive Marketing, Vol. 3, No. 15, pp. 297-318, 2001.

  • D. Eccleston and L. Griseri, “How does Web2.0 Stretch Traditional Influencing Pattern?”, International Journal of Market Research, Vol. 5, No. 50, pp. 591-616, 2008.

  • L.M. Willemsen, P.C. Neijens, A.E. Bronner and J.A. De Ridder, “Highly Recommended! The Content Characteristics and Perceived Usefulness of Online Consumer Reviews”, Journal of Computer-MediaTed Communication, Vol. 2, No. 17, pp. 19-38, 2011.

  • M. Breazeale, “An Assessment of Electronic Word-of-Mouth Research”, International Journal of Market Research, Vol. 51, No. 3, pp. 297-318, 2009.


Abstract Views: 304

PDF Views: 1




  • Impact of Social Media on Event Marketing-An Analysis

Abstract Views: 304  |  PDF Views: 1

Authors

G. Rathnakar
Department of Mechanical Engineering, ATME College of Engineering, India

Abstract


In recent days with the increase in the use of advanced technology in the field of digital media there is a drastic changes and improvements that has taken place in the arena of communication, the traditional methods of advertising and communicating and researching to the expected customers are not that convincing when compared with the new type of communication methods, which have come into existence in recent days, the latest type of electronic communication is much faster, simpler and easily accessible and also highly economical in its operation, most of the times the cost involved may be negligible and can reach to higher number of relevant customers. With growing immense popularity of internet, the advancement in the electronic media is gaining popularity. Traditional medium of communication has been replaced by this interactive form of digital medium of communication. Since, differentiation is the winning mantra of any form of advertising; event marketing has definitely taken a hot seat. Social media have provided new opportunities to consumers to engage in social interaction on the internet. Consumers use social media, such as online communities, to generate content and to network with other users. The study of social media can also identify the advantages to be gained by business. This paper emphasizes on the pros and cons of the implementation of the social media in event marketing. Social media is a very strong arena which is growing rapidly in recent days especially among the youths which plays a crucial role in the communication sector, it is very evident and has a strong belief that the event marketing is going to grow and can reach a large number of consumers through the social media, because of its easy accessibility and economy of its usage.

Keywords


Social Media, Event Marketing, Internet, Analysis.

References