The Role of Social Media in Event Marketing: Outcomes for Practitioners and Participants

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Author(s): Serap Serin Karacaer (Aksaray Universty Vocational School of Social Sciences, Turkey)
Copyright: 2021
Pages: 20
Source title: Impact of ICTs on Event Management and Marketing
Source Author(s)/Editor(s): Kemal Birdir (Mersin University, Turkey), Sevda Birdir (Mersin University, Turkey), Ali Dalgic (Isparta University of Applied Sciences, Turkey)and Derya Toksoz (Mersin University, Turkey)
DOI: 10.4018/978-1-7998-4954-4.ch015

Keywords: Business & Management / Business Process Management / Business Science Reference / Marketing

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Abstract

Activities, which include events that are not all intangible, include large-scale service components, and hence, their marketing includes service marketing. From this point of view, it is possible to state that it is very difficult to market activities that the participants cannot take home and consume physically. In this context, it is very important that the event marketing activities convey the feeling to the target audience that they will have fun and be entertained. Therefore, social media is one of the most important tools used in the effective transfer of the organization to the target audience within the scope of event marketing activities. As the most effective current communication and interaction tool, social media has become the most important tool for event marketers who are trying to appeal to large audiences and promote a certain destination, product, or service.

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The Role of Social Media in Event Marketing: Outcomes for Practitioners and Participants

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