The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

@article{Schivinski2019TheIO,
  title={The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events},
  author={Bruno Schivinski and Daniela Langaro and Christina M. Shaw},
  journal={Event Management},
  year={2019}
}
Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. To address this literature gap, it was evaluated whether firm-created and user-generated social media brand-related content influenced consumers' attitudes and, consequently, their intentions to participate in brand-sponsored… 

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