An investigation into how advances in social media and digital technology have affected consumers experience and behaviour during events
Abstract
The purpose of this study is to investigate if advances in social media and digital
technology, have affected consumer behaviour during events, leading to a different
event experience. Previous research has been carried out on social media engagement,
digital technology and the experience economy. However, there proves to be several
gaps within the literature, regarding how social media engagement has contributed to
a change in consumer behaviour. This study is significant in analysing, the experience
had at events, with the influence of social media, in order to create an academic source,
for event planners to refer to and consider, when planning events.
In order to assess this topic, the researcher chose to undertake a qualitative method of
individual, semi-structured interviews. Ten regular event attendees and social media
users were carefully selected to take part in the study. This approach was chosen, due
to the complexity of questions that the researcher would ask. The researcher needed
to gain personal and emotional responses, that provided a deeper meaning and
descriptive example of their experiences at events, in relation to social media.
The aims and objectives of the study included, finding out about the influence that
social media has on consumer behaviour, while attending events and establishing how
digital technology has created a different experience for attendees. The objectives
were met, after analysing the data collected in the interviews and assessing it in
relation to the literature. The findings conveyed, that participants had an interest in the
activities of consumers and engaged in social media in order to stay up to date with
others. The results also demonstrated that events were being attended, in order to promote an image of one’s self, through the use of social media platforms, rather than
attending the event, for the purpose of entertaining one’s self. Other findings
suggested, there was pressure from the media to change attendees’ identity, in order
to partake in events and enjoy the experience. Additionally, the researcher established
that viewing events on digital devices created a different event experience, for the
consumer.
Recommendations have been made, to help sustain the value of events. One of these
includes, the use of an observation data collection method, to evaluate the engagement
of social media, in an event environment. Additionally, event planners could consider
developing an app specifically designed for event attendees. Event planners could also
re-evaluate branding and sponsorship strategies, which promote an image that
consumers want to display about themselves.