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Event experience : a consumer’s point of view during the Covid-19 pandemic

datacite.subject.fosCiências Sociais::Ciências da Comunicaçãopt_PT
dc.contributor.advisorVictorino, Mariana Hidalgo Barata Martins
dc.contributor.authorMerino, Julia Camila Bonilla
dc.date.accessioned2022-05-09T10:30:14Z
dc.date.available2022-05-09T10:30:14Z
dc.date.issued2022-03-11
dc.date.submitted2021-11
dc.description.abstractSocial distancing measures and restrictions set by the Covid-19 Pandemic influenced how brands interact with their consumers and how consumers experience brands. The present study addresses the influence of the Covid-19 Pandemic in event marketing, specifically in online events. Due to social isolation during the Covid-19 Pandemic, marketing events were transferred from a face-to-face format, to an online or hybrid format. To understand how this change affected consumer brand experience, a mixed methods approach was implemented. This methodological approach was chosen because marketing events comprise two perspectives: the consumer’s perspective and the brand’s perspective. To gather the consumer’s point of view, 100 surveys were conducted among individuals who attended events during the Covid-19 Pandemic. The quantitative approach served to characterize the events attended during the Covid-19 Pandemic and to assess five dimensions of consumer experience, respectively the affective, physical, cognitive, novelty and social dimensions. The survey analysis showed that consumers felt less stimulated during online events versus face-to-face events in all experience’s dimensions. Regarding the qualitative approach, three in-depth semi-structured interviews were conducted to a creative director, a brand manager, and an event organizer to understand the brand’s point of view. The results of the qualitative approach showed that it was a challenge to maintain consumers’ engagement during online events held during the Covid-19 Pandemic, and that consumers are demanding brands to hold face-to-face events or hybrid events instead of online events. Besides, in-depth interviews helped to develop a set of guidelines that contribute to enhance consumer experience in events. The analysis of both quantitative and qualitative data revealed that brands had to adapt to the changes set by the Covid-19 Pandemic on a fast pace, mostly through trial and error. As for consumers, they felt that their experience was negative in online events versus face-to-face events they attended in the past. In special, the social dimension of event experience was affected when attending online events.pt_PT
dc.identifier.tid202990109pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.14/37469
dc.language.isoengpt_PT
dc.subjectConsumer brand experiencept_PT
dc.subjectEvent marketingpt_PT
dc.subjectCovid-19pt_PT
dc.subjectEvent experiencept_PT
dc.subjectOnline eventspt_PT
dc.subjectConsumer brand experiencept_PT
dc.titleEvent experience : a consumer’s point of view during the Covid-19 pandemicpt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Ciências da Comunicaçãopt_PT

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