Evaluating the Impact of Event Marketing on Promotional Effectiveness, Brand Engagement, and Strategic Decision-making
Year: 2025
Type: article
Study design: Observational Study
Abstract: The study examines the effects of event marketing on consumer patronage, promotion success, and brand success for trade shows, concerts, and beverage brands such as Guilder, Heineken, and Star. Based on the survey data from 47 participants and chi-square, ANOVA, and reliability tests, the results show that event marketing has significant effects on purchase intention, brand interaction, and market share. The trade shows and concerts emerged as most successful in increasing consumer interaction, while demographic variables in the form of age, level of education, and level of management acted to moderate reaction to event marketing campaigns. The research highlights the strategic relevance of aligning event marketing to brand goals, consumer taste, and overarching business strategies. Policy recommendations point to the importance of formal support for promotional events through regulatory policies and professional guidelines. The outcomes add to theory and practice by tying experiential marketing strategies to measurable business results and consumer behavior patterns.
Author: ADEDEJI DANIEL GBADEBO
Institution: Walter Sisulu University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7109213633
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