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Journal articles on the topic 'Event-based marketing'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

De Caigny, Arno, Kristof Coussement, Steven Hoornaert, and Matthijs Meire. "Life event-based marketing using AI." Journal of Business Research 193 (April 2025): 115349. https://doi.org/10.1016/j.jbusres.2025.115349.

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Setiawan, Romi, Dermawan Wibisono, and Mustika Sufiati Purwanegara. "Defining Event Marketing as Engagement-Driven Marketing Communication." Gadjah Mada International Journal of Business 24, no. 2 (2022): 151. http://dx.doi.org/10.22146/gamaijb.63788.

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Event marketing has been one of the popular corporate marketing strategies for decades. The method is experiential and aims to transform not only attendees' perceptions but also their behavior. Despite this, several events have failed to build loyalty or the purchase intention beyond the entertainment value. In addition, event marketing now focuses on gaining purchase and visit intentions. When a company focuses on engagement, it causes an increased usage desire and longer customer lifetime value. However, as a consequence of such communications, research into the engagement effect of an event

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Mahendran, S., and M. Renuga. "A STUDY ON CONSUMERS ATTITUDE ON EVENT BASED MARKETING IN COIMBATORE CITY." International Journal of Advanced Research 10, no. 01 (2022): 610–13. http://dx.doi.org/10.21474/ijar01/14080.

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In world, event based marketing has been changing the consumers attitude through more variety of products and services to the people with cost effective environment. These are factors influencing to purchase the products on event-based marketing place with more excitement. The consumers have been visiting the events for more availability of products and it provides more opportunities to humans. This article focuses the consumers attitude on event-based marketing in Coimbatore city. Structured questionnaire have represented to collect the consumers responses. For analysis, the researcher utiliz

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Adinata, Patrick Vivid, Brigita N. Cahyaningrum, Betchy Y. Margaretha, and Nicko Kornelius Putra. "Peran Event Marketing, Sosial Media Marketing, dan Content Marketing Terhadap Minat Beli." BIP's JURNAL BISNIS PERSPEKTIF 17, no. 1 (2025): 80–92. https://doi.org/10.37477/bip.v17i1.694.

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ABSTRACT The apparel industry in Yogyakarta has experienced rapid growth, leading to intensified competition in the market. This study investigates the influence of event marketing, social media marketing, and content marketing on consumer purchase intention for CRSL Store, both collectively and individually. CRSL Store, a leading local brand in Yogyakarta, uses various development strategies to maintain consumer interest, including organizing music events (CRSL Concert), leveraging social media platforms (Instagram and Tik-Tok), and implementing content-based marketing initiatives. This study

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Nufer, Gerd. "Event Marketing and Attitude Changes." Journal of International Business Research and Marketing 1, no. 3 (2015): 44–49. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.13.3004.

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The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail. The image transfer model is developed agains

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Wang, Ying, and Xin Jin. "Event-Based Destination Marketing: The Role of Mega-Events." Event Management 23, no. 1 (2019): 109–18. http://dx.doi.org/10.3727/152599518x15378845225384.

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Wu, Jiatong, Jun Zhang, and Jing Qiao. "Adaptive Integration Algorithm of Sports Event Network Marketing Data Based on Big Data." Security and Communication Networks 2022 (May 27, 2022): 1–9. http://dx.doi.org/10.1155/2022/7660071.

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To address the issues of low-data integration accuracy and efficiency, as well as a lack of data integration impact, an adaptive data integration algorithm for sports event network marketing data based on big data is presented. The fundamental theory of tensor is researched by examining the notion and features of big data and by using the associated technologies of the big data framework. Collect network-marketing data from a variety of sporting events and feed it to a big data platform. Combined with MapReduce parallelization mode, tensor represents the online marketing data of sports events

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Mialeshko, A. Yu, D. N. Verzhykovskyi, and E. A. Lementueva. "Application of event–management and digital marketing tools in the management and efficiency improvement of projects in the construction industry." Entrepreneur’s Guide 18, no. 2 (2025): 83–92. https://doi.org/10.24182/2073-9885-2025-18-2-83-92.

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This study attempts to identify the specific features of using event–management and digital marketing tools in the management and efficiency enhancement of projects in the construction industry. These features are based on the integration of functions and the joint organization of project management processes in construction, supported by the influence of these tools. It is noted that event–management and digital marketing offer managers additional opportunities and practical tools for improving approaches to event organization and project management at various stages of the project life cycle

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Mohan, Leon. "IMAGE INFLUENCE BASED ON HALLMARK EVENT." International Journal of Research -GRANTHAALAYAH 8, no. 9 (2020): 296–304. http://dx.doi.org/10.29121/granthaalayah.v8.i9.2020.1199.

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Despite Tampa's growing popularity as a travel destination and solid economy, Tampa's image as a vacation preference continues to evolve. This exploration examines the influence of Tampa’s Annual Gasparilla event on guest preference of a destination, contrasting first-time and revisit guests' discernments, as well as the individuals who explicitly came to see Gasparilla, or for different purposes. A directed questionnaire was utilized in gathering information from 158 respondents, enabling a pre and post examination of how visiting recurrence and reason for visit (Gasparilla or not) affected p

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Maharani Dewi, Annisya, and Dimas Satrio Wijaksono. "Perancangan Manajemen Acara Expert Insight Special Episode Marketing Talks “Unlocking Marketing Potential: The Power Of AI” di Telkom Corpu Tahun 2023." Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) 8, no. 4 (2024): 1034–41. http://dx.doi.org/10.35870/jtik.v8i4.2532.

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Event management plays an important role in the success of an event and should be implemented during its execution, especially for important events such as corporate events. This research was conducted to implement the event management design for the Expert Insight Special Episode Marketing Talks "Unlocking Marketing Potential: The Power of AI" at Telkom CorpU, a company that regularly organizes online webinar series. This research successfully attracted 306 participants, with 62.3% of 151 participants stating that they were very satisfied and 37.1% satisfied with this event. Additionally, 58%

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Li, Hui, Wei Song, and Roger Collins. "POST-EVENT VISITS AS THE SOURCES OF MARKETING STRATEGY SUSTAINABILITY: A CONCEPTUAL MODEL APPROACH." Journal of Business Economics and Management 15, no. 1 (2013): 74–95. http://dx.doi.org/10.3846/16111699.2012.701229.

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While extant literature has mainly concentrated on contemporaneous event tourism marketing (i.e., on visiting the city during or around the event) and on intentions to revisit after the event's completion, this research investigates the impact of the event on the decisions of potential tourists/visitors who have never visited the host city and want to visit it after the event's completion. Research in this area, especially in those emerging markets where event marketing is developing rapidly, is limited. In order to address the issues raised, a conceptual model is proposed. This model is based

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Rafi, Raihanda, M. Risvan Fajrian, Irman Jayawardhana, and Junas Miradiarsyah. "Optimalisasi Sistem Social Media Marketing untuk Membangun Awareness dengan Membuat Konten Online." Global Research on Tourism Development and Advancement 3, no. 1 (2021): 35–48. http://dx.doi.org/10.21632/garuda.3.1.35-48.

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The research explained about a sport event called Event Basket Pro that has been established since 2003, Event Basket Pro is one of professional basketball league in Indonesia and runs for approximately 8 months every season. Improvements are needed to make this event sustain, despite the fact that this event has operated for more than 15 years. Based on the research that was conducted using Soft System Methodology, it was found that Event Basket Pro having difficulties to create relevant digital marketing content related to their marketing target. The author suggested optimalizaton the system

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Yu, Zhiyong, Daqing Zhang, Zhiwen Yu, and Dingqi Yang. "Participant Selection for Offline Event Marketing Leveraging Location-Based Social Networks." IEEE Transactions on Systems, Man, and Cybernetics: Systems 45, no. 6 (2015): 853–64. http://dx.doi.org/10.1109/tsmc.2014.2383993.

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Putra, I. Nengah Sandi Artha, Ni Nyoman Arini, and I. Putu Tiana Raditya. "The Marketing Of Tourism Villages Through Annual Event: Case Study Of Penglipuran Village Festival." Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management 6, no. 1 (2023): 53–66. http://dx.doi.org/10.46837/journey.v6i1.158.

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Tourism villages in their development must have a good marketing strategy. Many tourist villages are not developing and progressing because the management and marketing aspects are not carried out properly. The development of a tourist village through an annual event strategy is one of the strategies carried out by independent tourism villages such as the Penglipuran Tourism Village. This study aims to examine the marketing strategy of Penglipuran Tourism Village through an annual event. Two objects that will be studied in the event are event management and marketing strategy. A qualitative ap

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Halinen, Aino, Jan-Åke Törnroos, and Maria Elo. "Network process analysis: An event-based approach to study business network dynamics." Industrial Marketing Management 42, no. 8 (2013): 1213–22. http://dx.doi.org/10.1016/j.indmarman.2013.05.001.

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Griese, Kai-Michael, Kim Werner, and Johannes Hogg. "Avoiding Greenwashing in Event Marketing: An Exploration of Concepts, Literature and Methods." Journal of Management and Sustainability 7, no. 4 (2017): 1. http://dx.doi.org/10.5539/jms.v7n4p1.

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Greenwashing, defined by the Oxford Dictionary as “disinformation disseminated by an organization so as to present an environmentally responsible public image” can cause multifarious problems for companies. The phenomenon of greenwashing has, however, not attracted much attention in the event marketing literature to date. The purpose of this paper is twofold. It first describes and analyses the specific characteristics and features of greenwashing in event marketing. It then seeks to identify the current fundamental approaches of how to avoid greenwashing in event marketing and to assess their

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Fahreza, Mohammad, and Yuanita Indriani. "MARKETING STRATEGY FOR TAMAKREASI MINIGP EVENT." Jurnal Co Management 2, no. 1 (2020): 207–20. http://dx.doi.org/10.32670/comanagement.v2i1.168.

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Euphoria of race event in Indonesia are very big and have many opportunity to make profit. With more than one million productive young people, Bandung has the big market target to fulfill the passion and enthusiastic race lovers. And also the growth sales of the motorcycle make and supporting component to the continuity progress on its demand highly contributing for the race event.Tamakreasi is a company based in Jakarta as a company in MICE (meetings, incentives, conferencing, exhibitions) industry. Their second MiniGP event will be held in Bandung in uncommon event place because they could n

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Prokhorov, Andrey V., Evgenia P. Semishova, and Tamara G. Pyadysheva. "Event communications in the conditions of mediatization: actual problems and applications." Neophilology, no. 2 (2023): 427–34. http://dx.doi.org/10.20310/2587-6953-2023-9-2-427-434.

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The study is devoted to topical issues and the potential of using event-based brand promotion in competitive markets. The idea of promoting brands, products and services through special events is not new. This direction has been repeatedly considered from different positions in line with various marketing philosophies (atmospheric marketing, impression marketing, emotional marketing, engagement marketing, etc.). The event marketing market showed a decline in 2020–2021. against the background of the coronavirus pandemic, which, in turn, set the trend for the development of digital special event

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Hasan, Hanif, Muhammad Halfi Indra Syahputra, Pelliyezer Karo Karo, Mustika Permatasari, and Khadijah Khadijah. "Social Media Marketings Effect on Event-Based Tourism Development in Pagar Alam." RIGGS: Journal of Artificial Intelligence and Digital Business 4, no. 2 (2025): 4675–82. https://doi.org/10.31004/riggs.v4i2.1307.

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This study investigates the influence of social media marketing on the development of event-based tourism in Pagar Alam, a growing tourism destination in Indonesia known for its cultural festivals and natural attractions. Utilizing a quantitative approach, data were collected through a structured questionnaire distributed to 100 tourists who had participated in local tourism events. The research focused on four key dimensions of social media marketing: platform exposure, content engagement, message credibility, and interactivity. Descriptive statistics, classical assumption tests, and multiple

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Thompson, Jada M., Carlos J. O. Trejo-Pech, and Dustin L. Pendell. "Agribusiness value impacts from highly pathogenic avian influenza." Agricultural Finance Review 79, no. 3 (2019): 371–85. http://dx.doi.org/10.1108/afr-09-2018-0075.

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Purpose The purpose of this paper is to determine the impact of 2014–2015 highly pathogenic avian influenza (HPAI), the largest animal health emergency in US history to date, on agribusinesses’ market values. Design/methodology/approach Using the 2014–2015 HPAI outbreaks in US commercial poultry, event study analysis of meat processing and marketing companies is conducted to estimate the effects HPAI had on firm value and how these effects differed across meat marketing firms over distinct disease event dates. The analyses include an overall aggregate event study, chronological outbreak studie

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Prokhorov, Andrey. "Educational services promotion in line with the experiential marketing philosophy." Tambov University Review. Series: Humanities, no. 180 (2019): 17–23. http://dx.doi.org/10.20310/1810-0201-2019-24-180-17-23.

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We consider the aspects of experiential marketing development as a marketing philosophy. The direction of experiential marketing was developed in line with experience economy. The concept is based on the thesis that a product or service purchase is accompanied by the impressions formation from the purchase process, and the nature of these impressions determines the consumers’loyalty to the brand of the company that offers goods or services. Experiential marketing develops at the junction of relationship marketing, emotional marketing, event marketing and show marketing. Experiential marketing

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Harb, Ayman Abdo, Deborah Fowler, Hyo Jung (Julie) Chang, Shane C. Blum, and Wejdan Alakaleek. "Social media as a marketing tool for events." Journal of Hospitality and Tourism Technology 10, no. 1 (2019): 28–44. http://dx.doi.org/10.1108/jhtt-03-2017-0027.

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PurposeThis study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.Design/methodology/approachThis study used a quantitative researc

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Zhao, Yiran. "The Influence of the Instability Factors of Influencer Marketing on Brand Marketing -- Based on the Analysis of Florasis's Influencer Marketing Event." Lecture Notes in Education Psychology and Public Media 38, no. 1 (2024): 36–43. http://dx.doi.org/10.54254/2753-7048/38/20240584.

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This study explores the impact of the instability of influencer marketing on brand marketing in the context of China's mobile Internet boom. With over 1.08 billion mobile Internet users, social platforms like TikTok have emerged as significant e-commerce channels. Influencer marketing, driven by influencers, plays a crucial role in connecting with targeted consumers. The research focused on the theme "The Influence of the Instability of Influencer Marketing on Brand Marketing," utilizes qualitative methods, particularly the process tracking method in case studies. The chosen case for analysis

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Sun, Jie, Xi Yu Leung, and Billy Bai. "How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender." International Journal of Contemporary Hospitality Management 33, no. 7 (2021): 2337–51. http://dx.doi.org/10.1108/ijchm-09-2020-0959.

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Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’

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LATIF, Nashrudin, Suhariyanto SUHARIYANTO, and Siti SHOIMAH. "Brand Community Ritual Events as a Tool of Custom Culture Reproduction and Marketing." Journal of Tourism Economics and Policy 3, no. 2 (2022): 137–46. http://dx.doi.org/10.38142/jtep.v3i2.626.

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The original concept of internal marketing focused on providing internal products (jobs) to meet the needs of vital internal markets (employees) as well as meeting organizational needs. The marketing field still lacks knowledge on how to create and sustain internal marketing missions and goals, such as the formation of a collective mind, the alignment between employees and organizational goals, and the emergence of a positive place culture; the purpose of this study is to explore how brand community activities and internal marketing are ideally executed as a form of playing out marketing activ

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Farida, Lilik, Nadia Azalia Putri, and Sudarsih Sudarsih. "Utilizing City Festival as an Event Marketing for Creative Industry Product (Case Study of Jember Fashion Carnaval)." GATR Journal of Management and Marketing Review 2, no. 2 (2017): 44–49. http://dx.doi.org/10.35609/jmmr.2017.2.2(7).

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Objective - This study discusses the role of tourism event marketing in promoting creative industry products in a city by taking a case study in Jember district. Jember has third largest fashion carnival in the world named Jember Fashion Carnaval (JFC) which is held annually. JFC is capable of being a magnet of Jember tourism in recent years. That big potential of JFC can be utilized as a tourism event marketing. Hopefully, JFC is able to be a market for creative industries in Jember, given that the main problem of creative industries in Jember is related to marketing capability. JFC utilizati

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Citra Pratiwi, Citra Maudina, Azis Kurniawan, and Ary Wibisono. "PENGARUH EVENT MARKETING TERHADAP KEPUTUSAN BERKUNJUNG WONDERLAND ADVENTURE WATERPARK KARAWANG." BUANA ILMU 3, no. 2 (2019): 14–35. http://dx.doi.org/10.36805/bi.v3i2.646.

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Penelitian ini bertujuan untuk menjelaskan: Pengaruh dari variabel Event Pariwisata secara parsial terhadap Keputusan Berkunjung Wisatawan. Penelitian ini menggunakan 2 variabel; yaitu event marketing (X) dan Keputusan Berkunjung Wisatawan (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara langsung pada Wisatawan yang Berkunjung ke Event Wonderland Adventure Waterpark. Sampel yang digunakan dalam penelitian ini berjumlah 100 orang responden. Teknik pengambilan sampel yang digunakan adalah sampling indential . Analisis data yang digunakan adalah analisis deskriptif, verifikatif

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Dio Nanda Permai, Ygnasius. "Bentuk-Bentuk Strategi Ambush Marketing Yang Dijalankan Oleh Pihak Sponsor Pada Kejuaraan Djarum Indonesia Open." Akubis: Jurnal Akuntansi dan Bisnis 1, no. 02 (2016): 12–23. http://dx.doi.org/10.37832/akubis.v1i02.21.

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The role of sport sponsorship as the main option in the marketing communication has become a very vital part in funding various Ambush marketing related to sport, where a company which is not an official sponsor of the event (official partner) conduct a business that includes their names, products, and services to a sporting event or kopetisi with a marketing strategy that is "unique". The purpose of this study was to determine the forms ambush marketing strategies taken by the sponsor in the Djarum Indonesia Open Championship and to determine consumer response to the Djarum Indonesia Open cha

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Vel, K. Prakash, Laila Mohamed Suhail, and Amal Dokhan. "Events Marketing Model of Dubai Shopping Festival." Revista Brasileira de Marketing 13, no. 6 (2014): 138–47. http://dx.doi.org/10.5585/remark.v13i6.2811.

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Cities and places have become major destinations through taking the extra mile of creativity and offering a well-researched package of offerings through systematically planned events. One such leading example in the list of successful festivals that have earned a global reputation due to its uniqueness and creative event offerings is the Dubai Shopping Festival (DSF) in the United Arab Emirates. This paper is a case study based description of the internal and external drivers involved in planning and implementing a global event successfully and has captured the various drivers through a struct

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Szymczyk, Justyna. "Wydarzenie modowe jako marka kulturotwórcza tworząca wartość dla klienta." Zarządzanie w Kulturze 24, no. 4 (2024): 293–315. http://dx.doi.org/10.4467/20843976zk.23.020.19363.

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Significant transformations are currently being observed in the field of culture, manifesting themselves through the search for and implementation of modern management strategies in this domain. With the incorporation of marketing practice and the perception of cultural institutions, events, and artists as brands, it becomes necessary to consider the specificity of culture, its mission as well as the needs of artists. The brand – in parallel with market relations and customer knowledge – represents a valuable resource that enables the attainment of substantial competitive advantage, in line wi

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Jing, Zhi. "The Impact of Different Marketing Approaches on Company Performance Taking ANTA as an Example." Advances in Economics, Management and Political Sciences 33, no. 1 (2023): 39–45. http://dx.doi.org/10.54254/2754-1169/33/20231629.

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This research aims to explore the impact of different marketing strategies on the performance of Anta, a Chinese sportswear brand. The study utilizes SWOT analysis to identify Anta's strengths, weaknesses, opportunities, and threats and examines how traditional marketing, social media marketing, and sports event sponsorship affect the brand's performance. The research is based on a thorough review of the relevant literature and secondary data analysis. The findings indicate that Anta's strengths lie in its strong brand reputation, diversified product portfolio, and innovative design. However,

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Lukitasari, Rimalinda, Ni Kadek Ayu Listia Dewi, and Nelsye Lumanauw. "Event Marketing Strategy During The Pandemic Crisis: Case Study Of The Westin Resort And Spa Ubud-Bali." Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management 6, no. 2 (2023): 97–112. http://dx.doi.org/10.46837/journey.v6i2.119.

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The meeting, incentive, conference, and exhibition (MICE) activities have been one of the leading sub-sectors in Indonesian tourism, especially Bali. However, the Covid-19 pandemic has brought a massive impact on the sector. As one of the providers of MICE service in the Ubud area, The Westin Resort and Spa Ubud – Bali experienced difficulties in marketing their event service product during the pandemic, which contributed to the decrease in revenue in the hotel. This research aims to develop a marketing strategy for event service products to respond to the market conditions. This research took

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КАРАСЕВ, М. А., and Л. Д. КОТЛЯРОВА. "EVENT MARKETING OF RURAL AREAS AS A TOOL FOR THE DEVELOPMENT OF AGROTOURISM." Экономика и предпринимательство, no. 1(162) (February 11, 2024): 695–99. http://dx.doi.org/10.34925/eip.2024.162.1.131.

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В статье авторами подчеркивается особенность событийного маркетинга на сельских территориях, который представляет собой комплекс особых мероприятий, ежегодно организуемых на сельской территории и представляющих его территориальный продукт и уникальные характеристики. Ключевой особенностью событийного маркетинга считают многообразие его форм и широту возможностей для реализации. Авторы отмечают, что своевременное информирование потенциальных гостей специальных событий является ключевым аспектом успеха его проведения, а успех применения событийного маркетинга базируется на проведении исследовани

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Affan Ibrahim Puspateja and Siska Yuningsih. "Strategi Marketing Public Relations Crayoone Event Organizer." Harmoni: Jurnal Ilmu Komunikasi dan Sosial 2, no. 2 (2024): 84–98. http://dx.doi.org/10.59581/harmoni-widyakarya.v2i2.3070.

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This research is motivated by the competition for school yearbooks in high schools, junior high schools, elementary schools and equivalent in the Jakarta area and its surroundings which is quite tight. In this tight competition, a strategy is needed to promote Crayoone Event Organizer to become the best School Yearbook Company. This research was conducted in Central Jakarta.This research aims to find out what Crayoone Event Organizer does in its Marketing Public Relations strategy, find out Pull, Push and Pass Strategy, and find out the opportunities and obstacles to its Marketing Public Relat

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Prayudi, Dicki, and Rusli Nugraha. "THE INFLUENCE OF ADVERTISING, DIRECT MARKETING AND EVENT EXPERIENCE ON BRAND AWARENESS AND THEIR IMPACT ON PURCHASE DECISION." Jurnal Riset Bisnis dan Manajemen 15, no. 01 (2022): 50–55. http://dx.doi.org/10.23969/jrbm.v15i01.4668.

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The new model of business selling dried flower in Sukabumi has become an interesting research object to test its marketing variables. In this study, the variables used to determine the extent to which the Brand Awareness variable is formed from the Advertising variable, the direct marketing variable and the Event & Experience variable, impacted on purchasing decisions. The method used is descriptive quantitative. The model was analyzed by structural equation modeling (Structural Equation Modeling) based on components or variants (component bases) which is popular with Partial Least Square

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Asepta, Uki Yonda, Santi Widyaningrum, and Valencia Cicilia Davina. "The Effect of Financial Literacy and PT Pegadaian's Sadari Emas Event on Purchasing Decisions for Gold Savings Products at PKK Tulungrejo, Batu." Jurnal Ekonomi dan Bisnis Digital 2, no. 3 (2023): 927–42. http://dx.doi.org/10.55927/ministal.v2i3.4979.

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This study was conducted to determine the effect of financial literation and event marketing Sadari Emas PT Pegadaian on purchasing decisions for gold savings products. This research uses quantitative methods by distributing questionnaires to respondents offline. In this study using non-random sampling technique with purposive sampling method. The purpose of the study was to determine how much influence financial literacy and Sadari Emas PT Pegadaian marketing events have on purchasing decisions for gold savings products at PKK Tulungrejo, Batu. The results showed that there is a strong relati

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Stephens Balakrishnan, Melodena, and Ian Michael. "Abraaj Capital Limited: Celebration of Entrepreneurship (CoE)." Emerald Emerging Markets Case Studies 1, no. 4 (2011): 1–25. http://dx.doi.org/10.1108/20450621111190836.

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TitleAbraaj Capital Limited: Celebration of Entrepreneurship (CoE).Subject areaStrategic stakeholder engagement, entrepreneurialism, ecosystem, corporate social responsibility, event management, branding, marketing strategy.Study level/applicabilityPost‐graduate level, practitioners interested in MENSA Region, entrepreneurship policy makers and NGOs.Case overviewAbraaj Capital Ltd (Abraaj), a highly reputed private equity investment and management company, strongly believed in corporate social responsibility, strategic stakeholder engagement and entrepreneurship ecosystem development. In Novem

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Doyle, S. "The system requirements and process impact of event-based marketing in financial services." Journal of Database Marketing & Customer Strategy Management 9, no. 4 (2002): 383–88. http://dx.doi.org/10.1057/palgrave.jdm.3240088.

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Резник, Галина, Galina Reznik, Т. Соколкова, and T. Sokolkova. "Event-Marketing As a Key Tool of the Complex Progress in the Service Sector." Scientific Research and Development. Economics of the Firm 8, no. 2 (2019): 10–18. http://dx.doi.org/10.12737/article_5d0c94b2659926.01566707.

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Introduction: the article deals with the essence of event-marketing as a popular tool for promotion in the market, the place of event-marketing in the complex of marketing communications is determined. A study on the development of the Park of culture and recreation “Olympic” based on the use of event-marketing tools is carried out. The results of the study of existing tools to promote the Park are given, the motives and preferences of potential guests of the Park on the basis of a survey are identified, recommendations for its development are given. Materials and methods: the article uses the

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Nashrudin Latif, Ferry Hariawan, and Bayu Rama Laksono. "KUSTOM KULTURE EVENT MARKETING AS A BRAND COMMUNITY CREATIVITY." Journal of Applied Management and Business (JAMB) 2, no. 2 (2021): 78–83. http://dx.doi.org/10.37802/jamb.v2i2.210.

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The purpose of this study is to describe kustom cultural events as a form of branding program from Retro Classic Cycles Jogjakarta and House of Customland Surabaya. During the event, we saw a touch of creative creation of the kustom kulture brand community. This study uses a qualitative method. Data were obtained based on observations and interviews with several people involved in the annual kustom kulture event. In addition, the researcher also developed data collection by looking at the social media managers of Retro Classic Cycles and House of Customland. Research findings show that there a

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Blažek, Adam. "Marketingové plánování a řízení vrcholové sportovní akce – Czech Open." Studia sportiva 10, no. 1 (2016): 155–62. http://dx.doi.org/10.5817/sts2016-1-16.

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My work describes practical hypothesis of the organizational coping of a sport event – international tennis tournament Czech Open. My work also focuses on content and form of a marketing plan and the role of a manager by the creating of a marketing plan. Discussion is held with main managers of the TK Plus s.r.o. who are responsible for the course of this event. The method of directed dialogue was used in this part. The discussion is based on 15 questions that cover all problems of the organization of this sport event. The questionnaire and answers are a component of my work (in the text and a

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Zamzuri, Norol Hamiza, Abdul Kadir Othman, Sharmila Mohamed Salleh, et al. "A Change in Event Tourism: Developing Business Model for Sulayau Fabric as Community-Based Tourism Event Attraction." Information Management and Business Review 16, no. 3(I) (2024): 130–39. http://dx.doi.org/10.22610/imbr.v16i3(i).3935.

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This study explores the best model for community-based tourism events (CBTE) model with the inclusion of social innovation as part of the process. Producing Sulayau fabric is seen as a factor that contributes to the development of social innovation activities among the community in Sabah. Two workshops were conducted to empower communities to understand the use of the new social innovation tool known as Memating and gave support to those communities to improve the quality of their participation in tourism. Semi-structured interviews and observation were used as data collection techniques. The

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DUBE, SIFISO, and PAUL NEMASHAKWE. "THE EFFICACY OF FACEBOOK MARKETING STRATEGIES IN CATALYSING BUSINESS GROWTH FOR EVENT MANAGEMENT ENTERPRISES IN BULAWAYO." International Journal of Social Sciences and Management Review 07, no. 05 (2024): 369–83. http://dx.doi.org/10.37602/ijssmr.2024.7528.

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In the contemporary business landscape, digital marketing has become a pivotal tool for fostering business growth and establishing a competitive edge. Social media platforms, particularly Facebook, have emerged as crucial channels for reaching target audiences and promoting brand visibility. In the realm of event management companies, the strategic utilisation of these digital tools holds the potential to enhance event promotion, bolster audience engagement, and elevate brand visibility, ultimately contributing to business growth. Although significant research has been done in Zimbabwe on the

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Jenkins, Jerry, and Dr Juritsa Ford. "Event Study Are Effie Award Winning Campaigns Associated with Improved Stock Market Performance." International Journal of Management and Humanities 9, no. 4 (2022): 1–9. http://dx.doi.org/10.35940/ijmh.d1542.129422.

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This article assesses the effectiveness of Effie Award winning marketing campaigns on the award recipient company’s stock market performance. Effie Worldwide (Effie) is a distinguished industry organization who champions marketing effectiveness by global agencies and practitioners. Effie’s preimminent award is bestowed on global advertising agencies based on their effectiveness at contributing to a brand’s success. The objective of this study is to test how well Effie is meeting its purpose of awarding marketing campaigns based on their effectiveness. The literature review was constructed via

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., Maghfirah, and Dion Eriend. "Strategi Experiental Marketing Akal Production Pada Event Loal Museum Melalui Media Sosial TikTok." JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial 4, no. 1 (2024): 299–309. http://dx.doi.org/10.47233/jkomdis.v4i1.1608.

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This Final Project Report is an application of project-based curriculum or other forms compiled based on the author's experience while making projects at Akal Production company as an event organizer located in Padang City. While in the company, the author created a unique event project that has never existed in Padang City, namely an interactive museum that emphasizes visual creativity. Loal Museum is a project idea created so that the citizens of Padang have a new place of art, entertainment and recreation. The event was held for 1 full month located in Fabriec Block, Parupuk Tabing. This ev

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Breukel, Ad, and Frank M. Go. "Knowledge-based network participation in destination and event marketing: A hospitality scenario analysis perspective." Tourism Management 30, no. 2 (2009): 184–93. http://dx.doi.org/10.1016/j.tourman.2008.05.015.

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Communication Networks, Security and. "Retracted: Adaptive Integration Algorithm of Sports Event Network Marketing Data Based on Big Data." Security and Communication Networks 2022 (November 27, 2022): 1. http://dx.doi.org/10.1155/2022/9878024.

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Ertz, Elias, Regina Viola Frey Cordes, and Marion Buettgen. "Does ambushing pay off?" International Journal of Sports Marketing and Sponsorship 21, no. 1 (2019): 191–204. http://dx.doi.org/10.1108/ijsms-03-2018-0021.

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Purpose Little is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore to examine and compare the effectiveness of those three types of sports event-related marketing. Design/methodology/approach This research draws on a field experiment analyzing the effects the three types of sports event-related marketing during the FIFA Soccer World Cup 2014. To test the proposed main effects, the authors conducted a field experiment in two product categories (airlines and beer) testing for

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Jerry, Jenkins, and Juritsa Ford Dr. "Event Study: Are Effie Award Winning Campaigns Associated With Improved Stock Market Performance?" International Journal of Management and Humanities (IJMH) 9, no. 4 (2022): 1–9. https://doi.org/10.35940/ijmh.D1542.129422.

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<strong>Abstract:</strong> This article assesses the effectiveness of Effie Award winning marketing campaigns on the award recipient company’s stock market performance. Effie Worldwide (Effie) is a distinguished industry organization who champions marketing effectiveness by global agencies and practitioners. Effie’s pre-imminent award is bestowed on global advertising agencies based on their effectiveness at contributing to a brand’s success. The objective of this study is to test how well Effie is meeting its purpose of awarding marketing campaigns based on their effectivene

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Aleksandrova, Anna. "The integration of event management in promoting tourist destinations based on co-branding principles." Moscow University Economics Bulletin 2015, no. 6 (2015): 135–62. http://dx.doi.org/10.38050/01300105201568.

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The article focuses on event marketing potential in branding tourist destinations. It examines destination branding through new conceptualization - destination brand experience, which provides a more holistic view of the tourist destination brand. The study identifies events portfolio for a destination as a brand building tool and provides a conceptual model of creating a brand identity for tourist destination with the use of events.

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