'An exploratory study into consumer attendance motivations, through social and traditional media with particular focus on Wedding Fashion Events in Scotland
(2014) 'An exploratory study into consumer attendance motivations, through social and traditional media with particular focus on Wedding Fashion Events in Scotland, no. 63.
Purpose: The study was set out to explore the relationship various means of social and traditional media have on the motivators that attract consumers to attend wedding fashion events in Scotland, through the collection of secondary data to understand what literature currently existed followed by primary data collection. Design/Methodology: The researcher surveyed 100 people using online surveys and face-to-face questionnaires at The Corn Exchange Wedding Fair 2014. Eleven multiple-choice questions were asked in order to establish the most accurate results to the research question. Findings: The researcher found that although attendees to wedding fashion events interact with methods of social media they were not seen to be the complete driving force behind their attendance. It was found that traditional media, especially word of mouth remains extremely influential to consumers making choices to attend these events. Limitations: The limitations to this research project were found to be the use of Facebook to distribute the survey, as participants could not be controlled. Besides the geographic data was limited as the SECC Scottish Wedding Show disallowed attendance therefore the researcher could attend one event in Edinburgh. Despite that it did not limit the data results as participants had previously attended the SECC Scottish Wedding Show held in Glasgow.