IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v121y2020icp735-746.html
   My bibliography  Save this article

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

Author

Listed:
  • Kharouf, Husni
  • Biscaia, Rui
  • Garcia-Perez, Alexeis
  • Hickman, Ellie

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.

Suggested Citation

  • Kharouf, Husni & Biscaia, Rui & Garcia-Perez, Alexeis & Hickman, Ellie, 2020. "Understanding online event experience: The importance of communication, engagement and interaction," Journal of Business Research, Elsevier, vol. 121(C), pages 735-746.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:735-746
    DOI: 10.1016/j.jbusres.2019.12.037
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319308033
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2019.12.037?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yuksel, Atila & Yuksel, Fisun & Bilim, Yasin, 2010. "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty," Tourism Management, Elsevier, vol. 31(2), pages 274-284.
    2. Eigenraam, Anniek W. & Eelen, Jiska & van Lin, Arjen & Verlegh, Peeter W.J., 2018. "A Consumer-based Taxonomy of Digital Customer Engagement Practices," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 102-121.
    3. Baldus, Brian J. & Voorhees, Clay & Calantone, Roger, 2015. "Online brand community engagement: Scale development and validation," Journal of Business Research, Elsevier, vol. 68(5), pages 978-985.
    4. Constantino Stavros & Matthew D. Meng & Kate Westberg & Francis Farrelly, 2014. "Understanding fan motivation for interacting on social media," Sport Management Review, Taylor & Francis Journals, vol. 17(4), pages 455-469, October.
    5. Johnson, Guillaume D. & Grier, Sonya A., 2013. "Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction," Journal of Business Research, Elsevier, vol. 66(3), pages 306-313.
    6. Hightower, Roscoe Jr & Brady, Michael K. & Baker, Thomas L., 2002. "Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events," Journal of Business Research, Elsevier, vol. 55(9), pages 697-707, September.
    7. Sea-Jin Chang & Arjen van Witteloostuijn & Lorraine Eden, 2010. "From the Editors: Common method variance in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(2), pages 178-184, February.
    8. Wirtz, Jochen & Xiao, Ping & Chiang, Jeongwen & Malhotra, Naresh, 2014. "Contrasting the Drivers of Switching Intent and Switching Behavior in Contractual Service Settings," Journal of Retailing, Elsevier, vol. 90(4), pages 463-480.
    9. Guillaume D. Johnson & Sonya A. Grier, 2013. "Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction," Post-Print hal-01655302, HAL.
    10. Calder, Bobby J. & Malthouse, Edward C. & Schaedel, Ute, 2009. "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 321-331.
    11. Filo, Kevin & Lock, Daniel & Karg, Adam, 2015. "Sport and social media research: A review," Sport Management Review, Elsevier, vol. 18(2), pages 166-181.
    12. Chan, Kimmy Wa & Li, Stella Yiyan, 2010. "Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1033-1040, September.
    13. Rafi Chowdhury & Mario Fernando, 2014. "The Relationships of Empathy, Moral Identity and Cynicism with Consumers’ Ethical Beliefs: The Mediating Role of Moral Disengagement," Journal of Business Ethics, Springer, vol. 124(4), pages 677-694, November.
    14. repec:dau:papers:123456789/11316 is not listed on IDEAS
    15. Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    16. Kevin Filo & Daniel Lock & Adam Karg, 2015. "Sport and social media research: A review," Sport Management Review, Taylor & Francis Journals, vol. 18(2), pages 166-181, April.
    17. Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2012. "Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance," Tourism Management, Elsevier, vol. 33(6), pages 1483-1492.
    18. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    19. Carlson, Brad D. & Suter, Tracy A. & Brown, Tom J., 2008. "Social versus psychological brand community: The role of psychological sense of brand community," Journal of Business Research, Elsevier, vol. 61(4), pages 284-291, April.
    20. Stavros, Constantino & Meng, Matthew D. & Westberg, Kate & Farrelly, Francis, 2014. "Understanding fan motivation for interacting on social media," Sport Management Review, Elsevier, vol. 17(4), pages 455-469.
    21. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    22. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    23. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    24. McMILLAN, SALLY J. & HWANG, JANG-SUN & LEE, GUIOHK, 2003. "Effects of Structural and Perceptual Factors on Attitudes toward the Website," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 400-409, December.
    25. Yi, Xiaoli & Fu, Xiaoxiao & Jin, Wenmin & Okumus, Fevzi, 2018. "Constructing a model of exhibition attachment: Motivation, attachment, and loyalty," Tourism Management, Elsevier, vol. 65(C), pages 224-236.
    26. Williams, Nigel L. & Inversini, Alessandro & Ferdinand, Nicole & Buhalis, Dimitrios, 2017. "Destination eWOM: A macro and meso network approach?," Annals of Tourism Research, Elsevier, vol. 64(C), pages 87-101.
    27. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    28. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Qian, Tyreal Yizhou & Seifried, Chad, 2023. "Virtual interactions and sports viewing on social live streaming platforms: The role of co-creation experiences, platform involvement, and follow status," Journal of Business Research, Elsevier, vol. 162(C).
    2. Mwesiumo, Deodat & Halpern, Nigel & Budd, Thomas & Suau-Sanchez, Pere & Bråthen, Svein, 2021. "An exploratory and confirmatory composite analysis of a scale for measuring privacy concerns," Journal of Business Research, Elsevier, vol. 136(C), pages 63-75.
    3. Ying Zhu & Xiaowei Wen & May Chu & Gongliang Zhang & Xuefan Liu, 2021. "Consumers’ Food Safety Risk Communication on Social Media Following the Suan Tang Zi Accident: An Extended Protection Motivation Theory Perspective," IJERPH, MDPI, vol. 18(15), pages 1-19, July.
    4. Poonyawat Kusonwattana & Yogi Tri Prasetyo & Stefanus Vincent & Jefferson Christofelix & Aryadaksa Amudra & Hazel Juan Montgomery & Michael Nayat Young & Reny Nadlifatin & Satria Fadil Persada, 2022. "Determining Factors Affecting Behavioral Intention to Organize an Online Event during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    5. Aqib Habib & Muhammad Irfan & Mohsin Shahzad, 2022. "Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19," Future Business Journal, Springer, vol. 8(1), pages 1-18, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    2. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    3. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.
    4. Kai Wang & Jeffrey C. F. Tai & Hsin-Lu Chang, 2021. "Influences of place attachment and social media affordances on online brand community continuance," Information Systems and e-Business Management, Springer, vol. 19(2), pages 459-493, June.
    5. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    6. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Stephanie Meek & Madeleine Ogilvie & Claire Lambert & Maria M. Ryan, 2019. "Contextualising social capital in online brand communities," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 426-444, July.
    8. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    9. Mukta Srivastava & Sreeram Sivaramakrishnan & Gordhan K. Saini, 2021. "The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 66-81, January.
    10. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    11. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    12. Aqib Habib & Muhammad Irfan & Mohsin Shahzad, 2022. "Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19," Future Business Journal, Springer, vol. 8(1), pages 1-18, December.
    13. Vianney Judith Robledo Herrera & Elena Patricia Mojica Carrillo & Sofía Elba Vázquez Herrera & Fernando Rey Castillo Villar, 2020. "Influence of Experiential Marketing on Online Engagement of the Consumer in the Fashion Industry in the City of Aguascalientes," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(4), pages 1-8.
    14. Popp, Bastian & Woratschek, Herbert, 2016. "Introducing branded communities in sport for building strong brand relations in social media," Sport Management Review, Elsevier, vol. 19(2), pages 183-197.
    15. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
    16. Osei-Frimpong, Kofi & McLean, Graeme, 2018. "Examining online social brand engagement: A social presence theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 128(C), pages 10-21.
    17. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    18. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    19. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    20. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:735-746. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.