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

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

doi:10.1016/j.jbusres.2019.12.037

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

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

De Montfort University

Research output: Contribution to journal › Article › peer-review

56 Citations (Scopus)

2829 Downloads (Pure)

Abstract

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 language	English
Pages (from-to)	735-746
Number of pages	12
Journal	Journal of Business Research
Volume	121
Early online date	1 Feb 2020
DOIs	https://doi.org/10.1016/j.jbusres.2019.12.037
Publication status	Published - 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/

Keywords

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

ASJC Scopus subject areas

Marketing

Access to Document

10.1016/j.jbusres.2019.12.037

Post-PrintAccepted author manuscript, 619 KBLicence: CC BY-NC-ND

Cite this

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abstract = "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{\textquoteright} 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{\textquoteright} online experience and positively affects their behavioural intentions towards the event. Online consumer-to-consumer interaction also showed a positive effect on consumers{\textquoteright} 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.",

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note = "NOTICE: this is the author{\textquoteright}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 {\textcopyright} 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ ",

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

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

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