Work

Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement

Year: 2006

Type: conference-paper

Abstract: Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing is defined as the creation of 3-dimensional, interactive brand-related hyperrealities for consumers by staging marketing-events, which would result in an emotional attachment to the brand. However, as a pull-strategy within marketing communications, successful event-marketing strategies require a thorough understanding of why consumers are motivated to voluntarily participate in those marketing-events. To narrow this information gap, this research, based on a thorough literature review, has developed a conceptual model suggesting that consumers determined by their predispositional involvement either in the event-object, the event-content, event-marketing or the expected social interaction at the event. Thus, the main contribution is to the involvement and experiential consumption literature.

Source: UEA Digital Repository (University of East Anglia)

Authors: Markus Wohlfeil, Susan Whelan

Institutions: University of East Anglia, Norwich University, Waterford Institute of Technology

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1527294358

FWCI: 9.831

Cites: 21

Cited by: 16

Related to: 10