Digital customer experience: identifying the drivers and outcomes of successful mega events

The developments in information technology have enabled mega events to be experienced beyond their geographical location, but there is still a limited understanding of customers’ online experiences. The purpose of this study was to examine online event experiences and its subsequent effects on customers’ future behavioural intentions. Using a sample of 1,726 participants from four countries (United States, United Kingdom, Brazil and South Africa), a structural equation model was conducted with SmartPLS. Results indicate that online content engagement and effective communication influence a customer’s online experience and behavioural intentions in all countries.