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Mega events offer a rich context for relationship marketing research, but no known research has investigated relationship leveraging among clients during mega events. This paper compares relationship leveraging by an Australian state government department and a private sector banking firm during Rugby World Cup 2003. A qualitative case study method highlighted a less structured approach to public sector relationship leveraging. Different timeframes for the relationship lifecycle, as well as philosophical, environmental and operational factors, impact upon event-based relationship marketing. Future comparative research is recommended.

This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.

This study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience.

By using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5).

This study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events.

This study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way.

The value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.

本论文以计划行为理论为基础, 旨在评估通过社交网站来影响会展顾客参会意愿的各项因素。本论文基于社交网络营销, 检验其会展顾客态度、主观规范、以及感知行为控制等对于顾客参会意愿的影响因素。此外, 本论文研究人员还检验感知享受如何影响会展顾客对社交网络上会展主页的态度。

本论文采用定量研究方法, 借用在线问卷采样方式, Qualtrics 作为问卷发放平台, 以计划行为理论为基础。本论文的研究人群是在 Facebook、Twitter、和 Instagram 上会展主页的粉丝顾客。本论文采用便捷采样方式。

本论文采用偏最小二乘回归方程（PLS-SEM）统计方法检验研究假设, 并发现, 除 H2 外其他假设论断均成立。会展顾客对于使用社交媒体的态度并未显著影响其参会意愿（H2）, 然而, 感知享受对于会展顾客粉丝社交网站上会展主页有着显著影响（H1）。研究结果表明, 会展顾客的态度受到主观规范（H3）和感知行为控制（H4）的影响。这些因素均显著影响了会展顾客的参会意愿, 最终导致实际参会行为（H5）。

本论文采用实际测量数据以应用计划行为理论在会展营销和社交媒体的研究。此外, 本论文测试了三种不同社交媒体：Facebook、Twitter、和 Instagram 的粉丝用户。其研究结果证实了本论文采用的理论框架对于不同领域和社交媒体背景下的有效性。

本论文用数据证实了主观规范和感知行为控制对会展粉丝参会意愿有着显著影响, 其最终导致真正参会行为。本论文还证实了感知享受显著影响了顾客粉丝会展社交主页的态度。其研究结果表明会展企业有必要在社交媒体上树立积极的会展形象。此外, 会展营销人员和组织者在使用社交媒体作为营销手段的时候, 应该认识到其他人的意见和感知对于参会人员的意愿和行为产生影响。

本论文的研究价值主要是其强调社交媒体作为会展有效营销手段的重要性。此外, 本论文还探索了社交媒体如何影响参会人员的行为和态度, 以及社交媒体对于整个会展行业的影响, 这将对社交媒体有关的研究有着积极的贡献。

关键词偏最小二乘, 社交媒体, 社交媒体营销, 社交媒体参与, 事件营销, 计划行为理论

Numerous studies have looked at why people attend events which engage in conspicuous consumerism, but they have neglected the fear of missing out on these event-based experiences. This study aims to look at the impact of sensation seeking on conspicuous consumption within the event-based activities. Moreover, the developed model examined the mediating role of the fear of missing out in this impact.

A questionnaire survey was conducted, and a conceptual framework was performed to test hypothesized links between the three variables.

The findings show that sensation seeking affects conspicuous consumption, and fear of missing out has a mediating effect on this relationship.

The results of the study give some theoretical and practical implications to practitioners and researchers about aspirational class as elite consumers and high-level attendees of one-off events.

The purpose of this paper is to contribute to our understanding of the underlying rationale for why companies participate in mega‐events in general, and in mega‐events in emerging economies – such as the 2010 Shanghai Expo – in particular. Of particular interest are the ways that companies use an event to advance their own purposes, and how experiences are created that use aspects of an event setting such as Expo 2010.

The study is based on a participatory, ethnographic and longitudinal field study focusing on the VIP section of the Swedish Pavilion at the Shanghai World Expo, using additional data from other national pavilions and respondents with insight into Expo 2010 and its organization.

The study indicates that even though companies operationally used the World Expo and the VIP section in many different ways, an underlying element appears to be to use the event for the “practice of communification”.

The study provides practitioners with a conceptual framework and tools to manage the co‐creation process of experiences at events. This is done by supplying an empirical example from World Expo 2010 and the VIP area of the Swedish pavilion. This is a needed addition to the current knowledge on how customers engage in co‐creation of experiences and how companies manage the co‐creation process.

The “communification” concept is used to denote the simultaneous building of community while communicating business‐related issues to strengthen and build relationships with customers over time, with exclusivity and co‐creation of experiences as important components.

This study aims to examine the key antecedents influencing the private firm’s intention to adopt big data analytics (BDA) in developing economies. To do so, the study follows the sequential explanatory approach.

To test the hypothesized model that draws on the technology–organization–environment (TOE) framework paired with the diffusion of innovation (DOI) theory, a purposive sampling technique was applied to gather data from 156 IT and management domain experts from the private firms that intend to adopt BDA and operate in Pakistan’s service industry, including telecommunication, information technology, agriculture, and e-commerce. The data were analysed using the partial least squares structural equations modelling (PLS-SEM) technique and complemented with qualitative analysis of 10 semi-structured interviews in NVIVO 12 based on grounded theory.

The empirical findings revealed that the two constructs – perceived benefits and top management support – are the powerful drivers of a firm’s intention to adopt BDA in the private sector, whereas IT infrastructure, data quality, technological complexity and financial readiness, along with the moderators, BDA adoption of competitors and government policy and regulation, do not significantly influence the intention. In addition, the qualitative analysis validates and further complements the SEM findings.

Unlike the previous studies on technology adoption, this study proposed a unique research model with contextualized indicators to measure the constructs relevant to private firms, based on the TOE framework and DOI theory, to investigate the causal relationship between drivers and intention. Furthermore, the findings of PLS-SEM were complemented by qualitative analysis to validate the causation. The findings of this study have both theoretical and practical implications.

This study aims to develop a battery of items that assess the factors affecting sports events’ success from the promoters’ perspective and a measurement tool that identifies these stakeholders’ main priorities based on the importance-performance analysis (IPA) framework.

The research was conducted using mixed methods. In the first qualitative step, sports event management’s main dimensions were identified based on the existing literature and a comprehensive battery of corresponding items were developed via content analysis of interviews with experts. The second quantitative step focused on Lisbon, the 2021 European City of Sport. Promoters of 21 different medium or large sports events (number = 41 respondents) were asked to fill out a survey ranking each dimension’s items by performance and room for improvement. The IPA’s results are presented both for the overall sample and by promoter type (i.e. events with or without sports facilities).

The 46 items identified fall into the following three categories: sports infrastructure, city image and hospitality and event management (i.e. pre-event, event and post-event). Pre-event includes stakeholder management, organigram and responsibilities, business plan, marketing mix, risk assessment and sponsorship management. Sponsorship management stands out among the areas considered a priority by event promotors.

This study adds to the literature by offering a comprehensive approach to assessing empirically all stages of the event management process.

How does corporate downsizing contribute to a firm’s long-term value? While the extant empirical findings on this relationship are inconclusive, contradictory and equivocal, the answers to this question remain particularly important in today’s business environment. Considering that downsizing is often directed toward long-term growth and survival, the authors posit that scholars should account for the temporal nature of this strategic decision to understand its economic impact on the firm’s operations. Therefore, the purpose of this paper is to provide a more rigorous empirical examination of how a firm’s decision to downsize its workforce affects that firm’s long-term value.

The authors used Wibbens and Siggelkow’s (2020) measure of long-term investor value appropriation (LIVA) to directly observe the effects of corporate downsizing on firm long-term value and growth. Using a sample of 3,149 US publicly traded manufacturing firms that operated between 2002 and 2018, the authors tested the main effect of downsizing on LIVA and three boundary condition hypotheses.

The authors found a positive relationship between corporate downsizing and a firm’s long-term value. Interestingly, this positive relationship is stronger among firms that had high human resource slack and R&D intensity. Contrary to our expectations, the authors did not find support for the moderation effect of the proximity to bankruptcy on the relationship between corporate downsizing and a firm’s long-term value.

With these findings, this paper sheds light on the long-term implications of a firm’s decision to downsize its workforce.

The purpose of this paper is to explore the application of event design principles in the creation and execution of effective experiential sponsorship activations (ESAs) by B2B brands and examine the challenges posed by the sponsorship context to sponsors seeking to create ESAs, with proposed potential solutions.

A case study of Cisco’s ESA activities as part of its London 2012 Olympic and Paralympic Games sponsorship activation is developed, drawing on interviews with key Cisco employees and secondary sources of data, both internal and external to Cisco.

Blending the event design principles typically associated with B2B events with those more commonly found in corporate hospitality or B2C events enables sponsors to address the cognitive needs of attendees as business representatives, while also satisfying their needs as individuals seeking more sensorial experiences. Effective use of event design principles, creative marketing and promotion, and collaboration with other sponsors allow brands to overcome constraints placed on them by the unpredictable nature of sponsorship, sponsorship rights agreements and the increased clutter in the sponsorship environment.

Existing knowledge on sponsorship activation is extended, drawing on principles of event design to offer a sponsor-focused perspective on the creation and execution of effective ESAs for B2B brands. Existing thinking around B2B event design is challenged and augmented when considering its application to ESA design.

Inter-sponsor collaboration and the blending of cognitive and sensorial elements of event design are important for sponsors seeking to create and deliver effective ESAs.

The paper draws on the event design literature to appraise the execution of ESA by B2B brands within the context of event sponsorship.

This chapter discusses emerging issues in event management with a focus on small-scale events. The author reflects on managerial approaches to stakeholder involvement and engagement, and underlines the complexity of strategy formulation for destination development planning. This contribution also provides advanced conceptual instruments for event marketing as guiding principles that permeate destination-marketing strategies. In addition, the author investigates the role and nature of sponsorship linked to enhancing the value of small-scale events and highlights fundamental issues in developing a marketing management model for place marketing and the key drivers of event management strategies involving sponsors and event participants.