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An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry

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Information and Communication Technologies in Tourism 2014

Abstract

Social media are seen as a new marketing tool in the service industry. Digital marketing communication is nowadays interactive and marketers are looking at social media as a means to reach a wider audience. After reviewing current practices and measurement techniques, this study investigates how events companies are exploiting this new communication means. The research has been designed with a case study approach: different marketing figures in three different companies have been interviewed. Results show the importance of social media in events companies and the lack of professional measurements. Furthermore, results show the importance of senior management commitment towards the use of social media as marketing tool.

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Author information

Authors and Affiliations

  1. School of Tourism, Bournemouth University, Poole, UK

    Alessandro Inversini & Emma Sykes

Authors
  1. Alessandro Inversini
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  2. Emma Sykes
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Corresponding author

Correspondence to Alessandro Inversini .

Editor information

Editors and Affiliations

  1. Virginia Tech, Blacksburg, Virginia, USA

    Zheng Xiang

  2. Washington State University, Vancouver, Washington, USA

    Iis Tussyadiah

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Inversini, A., Sykes, E. (2013). An Investigation into the Use of Social Media Marketing and Measuring its Effectiveness in the Events Industry. In: Xiang, Z., Tussyadiah, I. (eds) Information and Communication Technologies in Tourism 2014. Springer, Cham. https://doi.org/10.1007/978-3-319-03973-2_10

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