BIROn - Birkbeck Institutional Research Online

    The influence of social media communication on consumer’s attitudes and behavioral intentions concerning brand-sponsored events

    Schivinski, Bruno and Langaro, D. and Shaw, C. (2019) The influence of social media communication on consumer’s attitudes and behavioral intentions concerning brand-sponsored events. Event Management , ISSN 1525-9951. (In Press)

    [img] Text
    Manuscript_final_preprint.pdf - Author's Accepted Manuscript
    Restricted to Repository staff only

    Download (658kB) | Request a copy

    Abstract

    Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. In order to address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers’ attitudes and, consequently, their intentions to participate in brand-sponsored events. Additionally, the mediating role of consumers’ attitudes towards the brand and the event was examined. An online survey (n=307) was implemented and results were analyzed with structural equation modeling (SEM). The findings contribute to managers and scholars in the field of events marketing in general and brand-sponsored events in specific, by means of proposing and validating a model that confirms (i) the effects of firm-created SM brand-related content on brand attitude, (ii) the influence of user-generated SM brand-related content on both brand and event attitudes, (iii) the impact of brand attitude on event attitude, (iv) the influence of event attitude on the consumers’ intentions to participate; and identifies (v) different arrays revealing how consumers’ attitudes towards the brand and the event mediate the relationship between SM communications on consumers’ behavioral intentions, whilst distinguishing the type of SM brand-related content source.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): Social Media, Event Marketing, Brand Attitude, Event Attitude, Event Participation
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Bruno Schivinski
    Date Deposited: 13 Jun 2018 12:08
    Last Modified: 26 Sep 2019 23:16
    URI: http://eprints.bbk.ac.uk/id/eprint/22768

    Statistics

    Downloads
    Activity Overview
    1Download
    170Hits

    Additional statistics are available via IRStats2.

    Archive Staff Only (login required)

    Edit/View Item Edit/View Item