Web Revolution and Events: Development and Progress

Abstract

In the globalizing world, the use of social media as a marketing tool has been frequently discussed in academic researchers in recent years. It is possible to examine that the usage of these social media channels in the management and marketing of tourism-related activities is increasing. From this perspective, social media is considered as an important marketing tool for event organizers in the event industry in terms of some aspect of event studies. Besides, it provides significant benefits for visitors about deciding whether they participate in an event or not. In this framework, the aim of this chapter is to build a conceptual framework for revealing relation between social media and events. This conceptual study indicated that social media is one of the important digital tools for customer engagement, online experiences, and promoting events. Managerial implications and future research recommendation presented. © 2021, IGI Global.