Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement
Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing is defined as the creation of 3-dimensional, interactive brand-related hyperrealities for consumers by staging marketing-events, which would result in an emotional attachment to the brand. However, as a pull strategy within marketing communications, successful event-marketing strategies require a thorough understanding of why consumers are motivated to voluntarily participate in those marketing-events. To narrow this information gap, this research, based on a thorough literature review, has developed a conceptual model suggesting that consumers’ motivations to participate in marketing-events are determined by their predispositional involvement either in the event-object, the event-content, event-marketing or the expected social interaction at the event. Thus, the main contribution is to the involvement and experiential consumption literature.
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Citation : Wohlfeil, M. and Whelan, S. (2006) Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement. European Advances in Consumer Research, 7, pp. 125-131.
ISSN : 0915-5524
Peer Reviewed : Yes