Understanding online event experience: The importance of communication, engagement and interaction

Husni Kharouf, Rui Biscaia, Alexeis Garcia-Perez, Ellie Hickman

    Research output: Contribution to journalArticlepeer-review

    48 Citations (Scopus)
    2228 Downloads (Pure)


    Despite the advances in theory about how organisations should manage consumer experience, there is a lack of understanding about how variables such as consumer-to-consumer interaction, content engagement and effective communication affect consumer online experiences, with this being particularly evident in the event industry. This study examines online event experiences and their effects on consumers’ behavioural intentions towards mega events. Using a sample of 1726 participants from four countries (United States, United Kingdom, Brazil and South Africa), a structural equation model was conducted. Results indicate that online content engagement and effective communication influence consumers’ online experience and positively affects their behavioural intentions towards the event. Online consumer-to-consumer interaction also showed a positive effect on consumers’ future behavioural intentions. The findings highlight the need for event organisers to reconsider the rising importance of consumers who are likely to follow the event online and to understand the factors that shape their online experience.

    Original languageEnglish
    Pages (from-to)735-746
    Number of pages12
    JournalJournal of Business Research
    Early online date1 Feb 2020
    Publication statusPublished - Dec 2020

    Bibliographical note

    NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 121, (2020) DOI: 10.1016/j.jbusres.2019.12.037

    © 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/


    • Behavioural intentions
    • Effective communication
    • Mega events
    • Online consumer-to-consumer interaction
    • Online content engagement
    • Online event experience

    ASJC Scopus subject areas

    • Marketing


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