How Exhibition Organizers Use Social Media to Market Their Event - Research Proposal Example

How Exhibition Organizers Use Social Media to Market Their Event Table of Contents Research Question 3 2. Literature Review 3 2 Background 3 2.2 Justification 7 3. Methodology 9 3.1. Introduction 9 3.2. Research Approach 9 3.3. Research Design 10 3.4. Research Methods 11 3.5. Sampling Strategy 11 3.6. Instrument Design 12 3.7. Data Collection Techniques 13 3.8. Methods of Analysis 13 3.9. Ethical Considerations 14 3.10. Limitations of Methodology 14 3.11. Conclusion 14 References 16 Appendix 21 1.1 A Draft Research Instrument 21 1.2 A Timetable for the Completion of the Dissertation 22 1. Research Question The proposed research aims to examine the use of social media by exhibition organisers to market their event. In the backdrop, the proposed research study particularly compares the use of social media by exhibition organisers to market their event in China and the United Kingdom. In order achieve this aim following research questions will be addressed. What social media tactics are most effective to market event? What are the best ways to engage audience with social media while marketing of event? How do you measure the return on social media investment? What are the best social media management tools? How to create a social media strategy? 2. Literature Review 2.1. Background According to Yang & et. al. (n.d.), social media is relatively a new trend in e-marketing. Social media connects people having varying interests. In the recent times, the use of social media is expanding immensely. Accordingly, corporate environment which encompasses the exhibition organisers is demonstrating the use of social media for various purposes (Yang & et. al., n.d.). In this regard, it is stated that exhibition organisers have demonstrated their strong confidence in the use of social media for events. Exhibition organisers are making widespread use of social media publicising event as well as generating awareness among the large audiences. Antonio (2012) stated that exhibition organisers are using microblogging platform as a significant component of information sharing. Accordingly, it is stated that instructional and promotional tweets are extensively used by the exhibition organisers in order to attract large audience (Antonio, 2012). According to Alturas (2011), social media in the recent time has emerged as one of the most used applications and has become increasingly popular. It is proclaimed that the use of social media marketing provides an efficient and user-friendly option to maintain social linkage and share information (Alturas, 2011). It has been observed that a large number of brand and experiential marketing agencies in the current era of digitalisation are engaged in linking event audiences with online communities for increasing engagement and to communicate event information more efficiently and effectively. It has been claimed that social media has revolutionised the aspect of event marketing. It has been firmly stated that social media in the current context is extremely helpful in making event and experience more successful (CTM, n.d.). Social Media & Event Report 2013 articulated that social media and the event industry in the current era are inseparable. It has dramatically changed the way of communication within the event industry. It has been argued in the report that social media offers significant potential for promoting and marketing of event. Subsequently, the report postulated that it is hard to imagine event marketing without the inclusion of social media. People in the present world are making extensive use of the internet to gather information about events. It has been observed that a large number of exhibition organisers are viewing social media as an important tool for promoting event and increasing engagement of people. Moreover, the report also illustrated that Facebook, Twitter and LinkedIn are the three most prominent social media tools that are used by exhibition organisers for marketing of event internationally (Amiando, 2013). According to Paris & et. al. (2010.) social media tools such as Facebook have greatly assisted exhibition organisers to market their event and acquire considerable interest of audience. Correspondingly, social media marketing has a significant impact on the intentions of audience to attend event. It has been proclaimed that social media marketing has considerable effect on the offline behaviour of audience towards particular event (Paris & et. al., 2010). Reinhardt & et. al. (2011) stated that use of social media by exhibition organisers to market their event offers significant benefit to both the organisers as well as the potential participants. Accordingly, it is stated that that social media platforms such as Facebook, Twitter and LinkedIn facilitate in establishing communication between the organisers and the potential participants. At the same time, it is admitted that the event programs are released prior to the event. Thus, the use of social media by exhibition organisers provides them with an easy medium to convey information pertaining to event venue, time and event program more efficiently and quickly with considerable reach to the intended participants. Marketing of event through social media platform is also considered to have a significant influence on the decision making behaviour of potential participants. In this regard, it has been stated that if a participant finds other individuals such as friends and peers over the social networking site to be committed to attend the event, it possibly motivates the potential participant to attend the event (Reinhardt & et. al., 2011). Kerr & May (2011) propounded that event marketing is the most crucial activity for ensuring success of the event. Accordingly, social media has provided great opportunities for managing as well as building effective relationship with the potential participants. It has rendered exhibition organisers with cost effectiveness, a medium of marketing their event and enabled them to engage in open conversation with potential participants. The use of social media marketing has undoubtedly encouraged the sales of tickets and facilitated to understand the audiences. Besides, it is also stated that social media marketing has enabled exhibition organisers to reach mass market and feed audiences with relevant information within the shortest possible time. Exhibition organisers are also using social media marketing to acquire feedbacks from audiences pertaining to the event in order to bring improvement in the subsequent event (Kerr & May, 2011). Jaffrey (2011) stated that exhibition organisers are constantly faced with increasing pressure of keeping their event relevant and fresh. Consequently, it has been propounded that exhibition organisers are provided with significant opportunities with the effective use of social media marketing. The use of social media has enabled exhibition organisers with the reliable tool to establish connection with audiences in an impactful manner. It has been argued that relationship building is an essential requirement in the event industry. Subsequently, social media has offered them with an effective tool to build relationship as along with engaging in exciting experiences with their audiences. Besides, the use of social media marketing has also increased the audience engagement possibility. Additionally, exhibition organisers are using Twitter event page set up by hash tag to communicate real-time announcements and promote events (Jaffrey, 2011). Itoga & Lin (2013) stated that Facebook in the current scenario is the largest social networking site with in excess of 800 million users across the world. It has provided exhibition organisers with tremendous benefits in terms of expanding their breadth and reach to intended audiences. In this regard, it has been observed that exhibition users are making extensive use of features offered by Facebook such as Facebook group and Facebook page for promoting and marketing of their event. Accordingly, exhibition organisers with the use of Facebook features are engaged in inviting audiences to like their page. It has been observed that exhibition organisers are making use of social media tools in all the phases of event management including before, during and after the event. Accordingly, before the initiation of event, exhibition organisers are using social media marketing to convey the various aspects of event such as event programs, location of event and time. Subsequently, during the event, exhibition organisers are using social media to upload photos and videos of the event in order to attract more audiences towards the event. While after the completion of the event, exhibition organisers are using social media marketing to gather feedback from audiences as a source for preparing next event (Itoga & Lin, 2013). 2.2 Justification Event promotion and marketing is considered as an important part of event planning as well as for successful organisation of the event. It is crucial for attracting audience to attend the event. Correspondingly, the flow of information to target audiences occupies a major significance. Besides, the aspect of event budget is required to coincide with the event promotion and marketing (The Gascoyne Development Commission, n.d.). Consequently, social media marketing is a growing trend in the current business environment. It is recognised to have a profound impact on the business as well as exhibition industry. The growth of social media platform such as Facebook, Twitter and LinkedIn has provided exhibition industry with an effective tool of communication (Sharma & Bharathi, n.d.). Ståhlbröst (n.d.) argued that integrating social media into marketing offers numerous advantages to exhibition organisers in terms of promotion of events as well as seeking increased participation of audiences. However, it is crucial that exhibition organisers have the adequate knowledge regarding the usage of social media as a marketing tool. Thus, it is stated that the ineffective use of social media by exhibition organisers possibly has less influence on the audience behaviour to participate in the event (Ståhlbröst, n.d.). According to Momtaz & et. al. (2011), it has been argued that exhibition organisers are required to understand the most influential way of presenting and communicating information pertaining to event with audiences in order to acquire considerable response from them. At the same time, it has been proclaimed that inadequate data and less reliable messages related with event often receive poor reaction and response from audiences (Momtaz & et. al., 2011). Horton (2009) stated that the success of social media marketing largely relies on the aspect of relationship. It requires exhibition organisers to build relationship in order to increase the efficiency of information communicated with the use of social media tools (Horton, 2009). Correspondingly, it can be justified that it is crucial to understand the way exhibition organisers are using social media to market their event. Acquiring such understanding will facilitate in eliminating flaws associated with the use of social media and bringing improvement in order to ensure more effective use of social media in marketing and promoting event. 3. Methodology 3.1. Introduction The study aims to examine the use of social media by exhibition organisers to market their event. In the backdrop, the study also compares the use of social media by exhibition organisers to market their event in China and the UK. In order to successfully address the research aims, the research methodology that will be applied in the study will incorporate research approach, research design, Research methods, Sampling strategy, instrument design, data collection technique, methods of analysis, ethical considerations, limitations of methodology and Conclusion. 3.2. Research Approach Research approach is considered to be an important aspect of any research. The appropriate selection of research approach forms the basis for reliable study. Accordingly, there are three major types of research approach which include positivist, interpretivist or pragmatist. Goldkuhl (n.d.) stated that positivist approach significantly relies on experimental and manipulative methods. This research approach is predominately based on theoretical belief. One of the potential disadvantages of this research approach is that it firmly relies on beliefs and places no importance on actions or changes (Goldkuhl, n.d.). On the other hand, interpretivist approach primarily deals with understanding the world as it is from the perspective of subjective experiences of individuals. According to Williams (2009), interpretivist approach denies the prospect of generalisation and ignores important issues (Williams, 2009), Since the proposed research is concerned with deriving understanding regarding the use of social media by exhibition organisers to market their event, the study will apply pragmatist research approach. According to Goldkuhl (2004), pragmatist approach deals with exploring actions performed by the people. This approach is considered to be ideal as it encompasses descriptions and analysis that are executed within the action centred (Goldkuhl, 2004). 3.3. Research Design Research design is another important aspect of research study. A good research design facilitates in drawing valid inferences. In general, there are two prominent research designs comprising qualitative and quantitative. However, in the recent years, the combination of qualitative and quantitative research design also known as mixed research is widely gaining popularity. Lowhorn (2007) stated that quantitative research design is predominately concerned with the use of statistical tools while it has been recognised that this design ignores intangible aspects (Lowhorn, 2007). On the other hand, Caruth (2013) propounded that mixed research design is an alternative to overcome the challenges imposed by the use of single research design either qualitative or quantitative. It has been argued that the use of mixed research design owes certain limitations. In this regard, it is proclaimed that data generalisation and management with the use of mixed research design is quite difficult (Caruth, 2013). Correspondingly, the proposed research will be qualitative in nature. Qualitative research design is being chosen as this research study predominately deals with action and behaviour of exhibition organisers. According to Hancock (2002), qualitative research design offers flexibility to modify the chosen research design. Besides, this research design is considered ideal for examining complex questions. Qualitative research design is also considered as ideal and cost effective as it does not require conducting a large survey. 3.4. Research Methods The proposed research will be a qualitative study, thus interview is often considered as a suitable research method. Moreover, interview method is chosen as this proposed research is primarily concerned with exhibition organisers. According to Phellas & et. al. (2011), interview method maximises the reliability and validity of measurement of key concepts. Qualitative interview is also more flexible than self-completed questionnaires. Through the application of qualitative interview, it is possible to acquire rich and detailed answers from the interviewee (Phellas & et. al., 2011). 3.5. Sampling Strategy Coyne (1997) stated that sampling in qualitative research is a complex issue. Sampling in the qualitative research has profound impact on the ultimate quality of the research (Coyne, 1997). According to Marshall (1996), there are three broad sampling strategies including convince sample, judgement or purposeful sample and theoretical sample. Accordingly, convenience sample strategy is ascertained to be the least rigorous technique which involves the selection of most accessible subjects. On the other hand, judgement sample is recognised to be the most common sampling strategy. In this type of sampling technique, researchers are actively involved in the selection of the most dynamic sample to answer the research questions. Theoretical sampling strategy creates the requirement for constructing interpretative theories from the emerging data and choosing a new sample to investigate and elaborate on this theory (Marshall, 1996). Thus, judgement also known as a purposeful non-random sampling strategy will be applied in the proposed research. This sampling strategy is chosen as it facilitates researchers to recruit participants based on internal knowledge of assumed characteristic (Latham, 2007). Unlike quantitative research, sample size in qualitative research is relatively small. Thus, total of six participants will be selected for qualitative interview. Six respondents are considered to be sufficient as the proposed research study primarily deals with exhibition organisers and the way they use social media to market their event. Accordingly, three participants each from the UK and China will be chosen. The sample will be chosen based on the information gathered through the internet. Accordingly, extensive research will be made with the use of search engine to determine the most leading event organisers in the UK and China. Based on the search result, three samples each from the UK and China will be chosen. 3.6. Instrument Design Qualitative interview will be prepared that would be directed towards retrieving answer for the research questions. Significant emphasis will be placed while designing interview questions. The format of the qualitative interview questions will be based on theoretical framework underlying the research questions and the purpose of each question will be clear. Moreover, the qualitative interview will be semi-structured interview. Semi-structured interview is chosen as it is considered to be an appropriate for exploring perceptions and opinions of participants about complex and sensitive issues and it allows examining for more information and clarification of answers (Barriball, 1994). 3.7. Data Collection Techniques Since the participants selected for the proposed research belong to different geographical locations including the UK and China, it will be not feasible to visit the separate locations and conduct face-to-face interview. Thus, telephone interview will be applied in order to establish contact with the selected sample. Prior to telephonic interview, verbal informed consent will be sought from the chosen sample. The speakerphone/tape recording method will be applied in order to record the interview data (Columbia University Institutional Review Board Policy, n.d.). Moreover, the telephone interview will be of 5-10 minutes durations. 3.8. Methods of Analysis The data obtained from the qualitative interview will be analysed with the use of grounded theory. According to Bowen (2006), grounded theory is an ideal way for identifying and explaining social process. Moreover, the use of grounded theory offers a clear, well connected set of concepts and coherently explains the subject under study (Bowen, 2006). Additionally, grounded theory in the current environment is widely used in the business as well as marketing research. One of the potential strengths of the grounded theory is that its offers the use of a single or multiple sources of data, offering significant flexibility to the researcher (Khambete & Athavankar, 2010). 3.9. Ethical Considerations The proposed research will place due importance on the ethical consideration. In this regard, prior informed consent will be duly obtained from recruited as well as their anonymity will be maintained. Moreover, the data obtained from the telephonic interview will be preserved appropriately and in conjunction the privacy of data will be duly maintained. Again, any sensitive question will be omitted from the qualitative interview question. 3.10. Limitations of Methodology There are certain limitations associated with the chosen methodology. Subsequently, generalisation and interpretation of qualitative data are quite difficult and time consuming. Besides, it is quite difficult get people to elaborate their responses over the telephone. Telephonic interview is also not cost-effective. At the same time, the sample size used in the qualitative research is relatively small which decreases the credibility of the study. 3.11. Conclusion The proposed research will be qualitative research based on pragmatist research approach. Qualitative interview will be conducted in order to collect primary data. Judgement also known as purposeful non-random sampling strategy will be adopted in the proposed research study. Six exhibition organisers as sample will be selected, which will include three each from the UK and China. The qualitative interview will be a semi-structured interview. Telephonic interview will be conducted for acquiring input from the participants. The interview data will be recorded with the use of speakerphone/tape recording. Verbal informed consent will be sought prior the commencement of the interview. Grounded theory will be used in order to analyse the interview data. Privacy of data and anonymity of respondents will be duly maintained. The data obtained from the interview will also be preserved appropriately. References Antonio, A., 2012. Follow Me! Increasing Participation in Online Conferences. University of Southern Queensland, pp. 1-3. Alturas, B., 2011. Social Networking as a Marketing tool: Study of Participation in Cultural Events Promoted by Facebook. Academy of Marketing Annual Conference, pp. 1-9. Amiando, 2013. Social Media & Event Report 2013. How Is The Event Industry Using Social Networks. [Online] Available at: http://www.amiando.com/fileadmin/Data/Info-Center/Reports/Social_Media_Report/DS-SMR-2013-EN-WEB.pdf [Accessed March 20, 2014]. Bowen, G. A., 2006. Grounded Theory and Sensitizing Concepts. International Journal of Qualitative Methods, Vol. 5, No. 3, pp. 1-9. Barriball, K. L., 1994. Collecting Data Using a Semi-Structured Interview: A Discussion Paper. Journal of Advanced Nursing, Vol. 19, 328-335. CTM, No Date. Integrating Social Media with Your Experiential Event Marketing Initiatives. White Paper p. 4. Caruth, G. D., 2013. Demystifying Mixed Methods Research Design: A Review of the Literature. Mevlana International Journal of Education, Vol. 3 No. 2, pp. 112-122. Coyne, I. T., 1997. Sampling In Qualitative Research. Purposeful and Theoretical Sampling; Merging or Clear Boundaries. Journal of Advanced Nursing, Vol. 26, pp. 623-630. Columbia University Institutional Review Board Policy, No Date. Informed Consent. Background. [Online] Available at: http://www.columbia.edu/cu/irb/policies/documents/Informed_Consent_Policysurrogateconsent040110FinalDraft.pdf [Accessed March 20, 2014]. Goldkuhl, G., No Date. Pragmatism vs. Interpretivism in Qualitative Information Systems Research. Linköping University, pp. 1-19. Goldkuhl, G., 2004. Meanings of Pragmatism: Ways To Conduct Information Systems Research. Accepted to the 2nd International Conference on Action in Language, Organisations and Information Systems, pp. 1-15. Horton, J. L., 2009. PR and Social Media. James L. Horton, pp. 1-6. Hancock, B., 1998. An Introduction to Qualitative Research. University of Nottingham, pp. 1-27. Itoga, H. & Lin, G. T. R., 2013. Using Facebook for Event Promotion - Implementing Change. African Journal of Business Management, Vol. 27, No. 28, pp. 2788-2793. Jaffrey, J., 2011. Social Media and Marketing. Based on a case study for HP Sweden AB, pp. 1-27. Khambete, P. & Athavankar, U., 2010. Grounded Theory: An Effective Method for User Experience Design Research. Design Thoughts, pp. 11-24. Kerr, A. & May, D., 2011. An Exploratory Study Looking At the Relationship Marketing Techniques Used In the Music Festival Industry. Sheffield Hallam University, pp. 1-15. Latham, B., 2007. Sampling: What is it. Quantitative Research Methods, pp. 1-13. Lowhorn, G., 2007. Qualitative and Quantitative Research: How to choose the Best Design. Regent University, pp. 1-5. Momtaz, N. J. & et. al., 2011. Social Networks for Marketing: Benefits and Challenges. 5thSASTech 2011, Khavaran Higher-education Institute, Mashhad, Iran, pp. 1-9. Marshall, M. N., 1996. Sampling for Qualitative Research. Oxford University Press, Vol. 13, No. 6, pp. 522-525. Phellas, C. N. & et. al., 2011. Structured Methods: Interviews, Questionnaires and Observation. Interviews or Self-Completion Questionnaires, pp. 182-202. Paris, C. M. & et. al., 2010. The Role of Social Media in Promoting Special Events: Acceptance of Facebook ‘Events. Information and Communication Technologies in Tourism, pp. 531-541. Reinhardt, W. & et al., 2011. Awareness Support in Scientific Event Management with ginkgo. University of Paderborn, pp. 1-8. Ståhlbröst, A., No Date. Challenges with Social Media for User Involvement. Luleå University of Technology, pp. 1-10. Sharma, V. & Bharathi, V. S., No Date. Social Media for Start-ups. An Effective Marketing Tool, pp. 3-19. The Gascoyne Development Commission, No Date. Event Management Plan Checklist and Guide. Event Plan, pp. 1-36 Williams, M., 2009. Interpretivism and Generalisation. Sociology, Vol. 34, No. 2, pp. 209-224. Yang & et. al., No Date. Social Networking as a New Trend in e-Marketing. University of Houston, pp. 1-11. Appendix 1.1 A Draft Research Instrument Qualitative Interview Questions for Exhibition Organisers 1. How essential is social networks as a marketing instrument for you as an event organiser? 2. Which social media tools do you use? 3. How much content do you circulate weekly in social media channels? 4. What are your social media objectives? 5. Do you make use of monitoring tools in order to study social media channels and analyse the success of your activities? 6. Which monitoring instruments do you use to monitor your social media activities? 1.2 A Timetable for the Completion of the Dissertation Activity Dates/Month (s) Outline of research proposal due 5th February Supervisor allocation & meeting 12th February Student presentations 26th February Research proposal due 3rd April Receive Feedback on research proposal and draft literature review and methodology chapters April/May Preparation for primary data collection June Primary data collection June/July Writing up results and analysis July/August Writing conclusion and finalising/updating/redrafting introduction and other chapters August Last date for supervisor to give detailed feedback 1st September Deadline or final submission 15th September Read More