Analysis of virtual event marketing opportunities

• Autorzy: Kęprowska Urszula

Identyfikatory

DOI

10.29119/1641-3466.2022.156.16

• Języki publikacji: EN

Abstrakty

EN

Purpose: Analysis of the marketing opportunities in the virtual world, on the example of events. Design/methodology/approach: The article entails a literature review of the definitions as well as categorization and evolution of events, in the context of the pandemic and the digitalization trend. Findings: The notion of the concept of events became the background for the considerations. The concept of an event is discussed. Analysis of the existing typology of events forced the selection of events for in-depth analysis, including the use of events in the virtual world. Research limitations/implications: The text refers to a limited number of studies. The issues presented in the article require empirical confirmation, using more examples. Practical implications: The literature analysis conducted allows a conclusion that the concept of events has evolved, while the trends and the digital tools supporting events facilitate more accurate achievement of the marketing goals desired. Originality/value: The conclusions presented in this work constitute an extension of the themes present in the literature on the subject, pointing to the interrelationships the online, offline (face to face), and hybrid (live events with simultaneous online streaming, allowing remote participation) events form in marketing objective building.

Słowa kluczowe

EN

event; digital event; promotion; pandemic

PL

wydarzenie; wydarzenie cyfrowe; promocja; pandemia

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2022
• Tom: z. 156
• Strony: 227--238
• Opis fizyczny: Bibliogr. 18 poz.

Twórcy

autor

Kęprowska Urszula

• University of Gdańsk, Faculty of Management, Department of Marketing

• https://orcid.org/0000-0003-4060-2906

Bibliografia

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• 18. Ustawa z dnia 20 marca 2009 r. o bezpieczeństwie imprez masowych, Dz.U. 2009, nr 62, poz. 504, http://isap.sejm.gov.pl/DetailsServlet?id=WDU20090620504, 17.06.2021.

Uwagi

PL

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).