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1 2022

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Analysis of virtual event marketing opportunities

100%

Kęprowska U.

tom z. 156

227--238

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.