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

In: Information and Communication Technologies in Tourism 2014

Author

Listed:
  • Alessandro Inversini

    (Bournemouth University)

  • Emma Sykes

    (Bournemouth University)

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.

Suggested Citation

  • Alessandro Inversini & Emma Sykes, 2013. "An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry," Springer Books, in: Zheng Xiang & Iis Tussyadiah (ed.), Information and Communication Technologies in Tourism 2014, edition 127, pages 131-144, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-03973-2_10
    DOI: 10.1007/978-3-319-03973-2_10
    as

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