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Multibrand events a...
Multibrand events and social media engagement : Concentration or spillover?
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- Geissinger, Andrea, 1987- (författare)
- Örebro universitet,Handelshögskolan vid Örebro Universitet,Ratio Institute, Stockholm, Sweden,Handelshögskolan vid Örebro universitet,Örebro University (SE)
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- Laurell, Christofer, 1987- (författare)
- Stockholm School of Economics,Handelshögskolan i Stockholm,Jönköping University,IHH, Företagsekonomi,IHH, Media, Management and Transformation Centre (MMTC)
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(creator_code:org_t)
- Cognizant Communication Corporation, 2020
- 2020
- Engelska.
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Ingår i: Event Management. - : Cognizant Communication Corporation. - 1525-9951 .- 1943-4308. ; 24:2-3, s. 253-262
- Relaterad länk:
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https://urn.kb.se/re...
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visa fler...
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https://doi.org/10.3...
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https://urn.kb.se/re...
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https://research.hhs...
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Abstract
Ämnesord
Stäng
- To what degree do participating and nonparticipating brands enjoy engagement of social media users in the setting of multibrand events? Based on empirical material comprising 4,424 user-generated content published before, during, and after Fashion Week Stockholm in February 2016, this article illustrates how the studied multibrand event both concentrated engagement for participating brands and created spillover engagement to other, nonparticipating brands. Therefore, these findings question whether individual brands benefit from being official participants in multibrand events. This article contributes to the field of event management by illustrating the dynamic interplay between engagement created in social media and multibrand events, while also highlighting associated conceptual and managerial implications.
Ämnesord
- SAMHÄLLSVETENSKAP -- Medie- och kommunikationsvetenskap -- Medievetenskap (hsv//swe)
- SOCIAL SCIENCES -- Media and Communications -- Media Studies (hsv//eng)
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Engagement concertration
- Engagement spillover
- Fashion week: multibrand events
- Social media
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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