Event Marketing in the Context of Higher Education Marketing and Digital Environments (Handel und Internationales Marketing Retailing and International Marketing)

Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new insights are derived. Furthermore, valuable implications for research and management are presented. Contents Events as a Customer Touchpoint in Student Life Event Portfolios of Higher Education Institutions Differences and Similarities in Motivation for Offline and Online eSports-Event Consumption Interaction in Social Live Streaming Services Target Groups Scientists and students in the field of marketing Practitioners in the same field About the Author Florian Neus works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments Acknowledgments Contents Figures Tables List of Abbreviations 1 Introduction 1.1 Relevance and Focus 1.2 Literature Review 1.2.1 Forms of Event Marketing 1.2.2 Single Events vs. Portfolio of Events 1.2.3 Research Objects 1.2.3.1 Higher Education Market 1.2.3.2 Digital Environments 1.3 Theoretical Framework and Conceptual Model 1.4 Structure of Papers and Individual Contributions 1.4.1 Focus of Papers and Overview over Research Characteristics 1.4.2 Paper 1: Events as a Customer Touchpoint in Student Life 1.4.3 Paper 2: Events to Connect with Stakeholders of Higher Education Institutions 1.4.4 Paper 3: Building Event Portfolios for Higher Education Institutions 1.4.5 Paper 4: Event Portfolio Management for Higher Education Institutions 1.4.6 Paper 5: Differences and Similarities in Motivation for Offline and Online eSports Event Consumption 1.4.7 Paper 6: Interaction in Social Live Streaming Services 2 Events as a Customer Touchpoint in Student Life – Creating Valuable Experiences and Lasting Impressions 2.1 Introduction 2.2 Theoretical Framework and Conceptual Model 2.3 Hypotheses Development 2.4 Method, Measures, and Procedure 2.5 Hypothesis Testing and Discussion 2.6 Conclusion 3 Connecting the Stakeholders of Higher Education Institutions via Event Marketing – A Case Study Comparing Two Events 3.1 Introduction 3.2 Events and Stakeholders of Higher Education Institutions 3.3 Conceptual Model and Theoretical Background 3.4 Hypotheses 3.5 Methodology 3.6 Measures and Procedure 3.7 Results and Discussions 3.8 Conclusions and Implications 4 Building Event Portfolios for Higher Education Institutions – Results of a Choice-based Conjoint Experiment 4.1 Introduction 4.2 Conceptual Model and Research Goals 4.3 Literature Review 4.3.1 Higher Education Marketing 4.3.2 Event Marketing 4.3.3 Fit and Type of Event 4.3.4 Event Portfolios 4.4 Study: Choice-based Conjoint Experiment 4.4.1 Methodology 4.4.2 Measures and Procedure 4.4.3 Results 4.5 Conclusion 5 Event Portfolio Management – The Case of Higher Education Institutions 5.1 Introduction 5.2 Literature Review and Conceptual Model 5.2.1 Event Portfolios 5.2.2 Effects of Event Portfolios in the Context of Higher Education Institutions 5.2.3 Perceived Fit 5.2.4 Event (Portfolio) Quality 5.3 Methods 5.4 Study 1 5.4.1 Design and Procedure 5.4.2 Results and Discussion 5.5 Study 2 5.5.1 Design and Procedure 5.5.2 Results and Discussion 5.6 Conclusion 6 Differences and Similarities in Motivation for Offline and Online eSports Event Consumption 6.1 Introduction 6.2 Literature Review and Hypothesis Development 6.2.1 Conceptual Framework 6.2.2 Motivation as Needs for Sports Consumption 6.2.3 Hypothesis Development 6.3 The empirical Study 6.3.1 Measures and Procedures 6.3.2 Results and discussion 6.4 Conclusion 6.4.1 Summary of Findings 6.4.2 Implications and Limitations 7 Interaction in Social Live Streaming Services – Importance and influential Factors 7.1 Introduction 7.2 Background 7.2.1 Social Live Streaming Services 7.2.2 Social Tie of Users Interacting in Online Communities 7.2.3 Conceptual Model and Hypotheses Development 7.3 Study 1: Importance of Interaction Possibilities 7.3.1 Design 7.3.2 Measures and Procedure 7.3.3 Results 7.4 Study 2: Influential Factors on Interaction Intentions 7.4.1 Methodology 7.5 PLS-SEM Model 7.6 Discussion and Conclusion 8 General Conclusion 8.1 Core Results 8.2 Limitations and Implications for Research 8.3 Managerial Implications References