Event-Based Marketing: A Trendy and Emotional Way to Engage with the Public

  • Amalia Hulubei (Georgescu)Email author
  • Silvia Avasilcai
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 167)


Events impact people directly and make use of multiple tools in order to offer unique experiences. Events can generate the right emotions that make people interact more with the brand or buy from a certain organization. For creating an event and having sustained success, organizations must adapt constantly and introduce new media and access new instruments in the implementation of their communication strategy. This article outlines the conceptual investigation of the impact and attitude formation in the context of event-based marketing and public relations strategies conducted by an organization. The impact of events on the attitude toward the brand or the organization is very important today, due to the experiences created for the public and the ability to interact with them through various channels and tools. This article introduces the necessary terminology from the industry of events and project management and outlines the new trends in event planning and communication. It shows how events work, how can they be planned, and the best channels to be used to promote them.


Event-based marketing Experiential marketing Customer engagement marketing 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  1. 1.“Gheorghe Asachi” Technical UniversityIaşiRomania

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