An Analysis of the Impact of Traditional and Social Media Communications on the Marketing of Events

This study aims to explore the use of social media and traditional marketing communication tools in the current event industry and whether potential attendees have different perceptions and attitudes towards the selected media.
It helps to give further insight on the marketing strategy used for events and the need to choose the media channels carefully, taking into account the consumers and the nature of the event itself. Further objectives were to generate a theoretical framework on social networks platforms and how they are beneficial to the event business and identify the different models of communication engaging event attendees and marketing professionals in the current environment. The research objectives and the aims of this dissertation were met firstly by carrying out an accurate review of the available literature in the areas of (1) Integrated Marketing Communications for Events, (2) Consumer Created Communications and (3) Social Media.

The appropriate research methodology and techniques were chosen in order to gain a further insight into the impact of different marketing communication tools in the event industry. This point was explored through a meticulous analysis of the research methods literature, including studies carried out by Bryman & Bell (2007), Saunders et al (2007). Etc. On this condition, primary research was embarked in the form of semi-structured interviews and web-based questionnaire. The interviews consisted of five event professionals making use of social media sites to market their events and they where asked open ended questions in order to gain insight into their practices and issues concerning their job as marketing experts within their companies. In order to explore the use of social media on behalf of event attendees and their attitudes towards a range of communication media, a web-based questionnaire was indorsed by three event organizations. The findings show that in order to generate engagement, the marketing message should be conveyed via an appropriate, not objectionable and enjoyable media channel. Also, marketing communications have the ability to create attitudes and stimulate emotions that can have impact on the event branding. When the message in an advert or marketing communication is incongruent to viewers’ perceptions of the event brand personality, it can have a negative impact on advert perceptions and attitudes.