Publication
Event experience : a consumer’s point of view during the Covid-19 pandemic
| datacite.subject.fos | Ciências Sociais::Ciências da Comunicação | pt_PT |
| dc.contributor.advisor | Victorino, Mariana Hidalgo Barata Martins | |
| dc.contributor.author | Merino, Julia Camila Bonilla | |
| dc.date.accessioned | 2022-05-09T10:30:14Z | |
| dc.date.available | 2022-05-09T10:30:14Z | |
| dc.date.issued | 2022-03-11 | |
| dc.date.submitted | 2021-11 | |
| dc.description.abstract | Social 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.tid | 202990109 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/37469 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Consumer brand experience | pt_PT |
| dc.subject | Event marketing | pt_PT |
| dc.subject | Covid-19 | pt_PT |
| dc.subject | Event experience | pt_PT |
| dc.subject | Online events | pt_PT |
| dc.subject | Consumer brand experience | pt_PT |
| dc.title | Event experience : a consumer’s point of view during the Covid-19 pandemic | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Ciências da Comunicação | pt_PT |
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