Marketers of experiential events including concerts, sports competitions, and other sponsored events, often post informational or emotional social media to drive engagement or influence customers’ perceptions of their event experiences. Following a poor performance, can a marketer effectively engage customers and enhance the sentiment of customers’ social media contributions based on the firm’s own posts, and if so, what should those posts say? Kelly Hewett and Michel Ballings share the results of their study and advice to marketers.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242919873903
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