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An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

  • Alessandro Inversini
  • Emma Sykes
Conference paper

Abstract

Social media are seen as a new marketing tool in the service industry. Digital marketing communication is nowadays interactive and marketers are looking at social media as a means to reach a wider audience. After reviewing current practices and measurement techniques, this study investigates how events companies are exploiting this new communication means. The research has been designed with a case study approach: different marketing figures in three different companies have been interviewed. Results show the importance of social media in events companies and the lack of professional measurements. Furthermore, results show the importance of senior management commitment towards the use of social media as marketing tool.

Keywords

Events Social media Social media measurement 

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Copyright information

© Springer International Publishing Switzerland 2013

Authors and Affiliations

  1. 1.School of TourismBournemouth UniversityPooleUK

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