Communication model of commitment and engagement: Illustrations of exhibition social media marketing

Abstract

Although the global market of exhibition has grown tremendously during the past decade, but there has been comparatively little research on exhibition visitor perspectives. The results of this study indicate that attitudes toward brand engagement will have a positive impact on visitor engagement. In addition, a positive perception of the exhibited brand will also have a significant positive impact on those visitors participating in the next exhibition. This study illustrates the ways in which an event should be designed to create both a positive commitment emotion and engagement attitude, and enables the professional exhibition organizer to formulate contemporary exhibition Electronic Word of Mouth (E-WOM) marketing strategy.

Keywords:

• Commitment
• effectiveness communication
• engagement
• social media
• SEM

Disclosure statement

Notes on contributors