Abstract – AOCRJ-V4I2P2

Analyzing the Effects of Perception of Social Impacts on
Attandance to Events, Satisfact?on and Loyalty in Event Marketing

Prof. Dr. Ayie Akyol
Trakya University, Faculty of Economics and Administrative Sciences,

Dr. Pinar Yürük
Namik Kemal University, Saray Vocational School,

Abstract:
On the contrary to the traditional marketing, event marketing aims to give people social message while enjoying and appeal to their feelings; thus, “event” is the topic that is studied in recent years.A special event is a one-time or infrequently occuring event outside normal programmes of activities of the sponsoring or organising body. To the customer or guest, a special event is an opportunity for leisure, social or cultural experience outside the normal range of choices or beyond everyday experience (Berridge, 2011:9). Event is “anything that happens, as distinguished from anything that exists” or “an occurrence, especially one of great importance” (Rajesh, 2014:27)
Event marketing is the function of event management that can keep in touch with the event’s participations and visitors (consumers), read their needs and motivations, develop products that meet these needs and build a communication programme which expresses the event’s purpose and objective (Carmouche, Shukla and Anthonisz, 2010:252).
This is the pilot study of “analyzing the effects of perception of social impacts on attendance to events, satisfaction and loyalty in event marketing”.
The research questionnaire was conducted to 542 participants. Scale was checked in terms of reliability and validity with explanotary and confirmatory factor analysis by using SPSS 20. The data was sorted into 7 different categories which are social benefits, cultural and educational benefits, cost of life quality, cost of social sources, activity participation, satisfaction and loyalty.

Full Text (PDF)

open access logo

Courtesy Peter Suber

Volume 5

         Issue III
         Issue II
         Issue I

Volume 4

         Issue IV
         Issue III
         Issue II
         Issue I

Volume 3

         Issue IV
         Issue III
         Issue II
         Issue I

Volume 2

         Issue IV
         Issue III
         Issue II
         Issue I

Volume 1

           Issue I

Strategic Partners

Universities and Libraries

                           

Conference Partners

           

Feel free to contact : contact@aocrj.org

Publisher: Research Centre of Resource Mentors (RCRM), Pakistan.

Address: 604 Q Block Model Town, Lahore, Pakistan
ISSN; 2305-865X