THE ROLES OF SOCIAL MEDIA IN CAMPUS EVENT MARKETING

Abstract

Social Media has gained popularity as an electronic application for social connection and information sharing. In addition to that, many businesses have also recognised the power of social media as a tool of marketing. This is especially true when event marketers are competing for customers’ attention and engagement in the social media space. This study in particular, examined social media consumption and its roles towards event promotion. About 100 respondents consisting of university students were surveyed for this purpose. The findings indicate that students in general spent a large amount of their time scrolling social media for social connection, entertainment and source of information. Students also perceived social media to have a profound impact on the success of campus events, especially in creating awareness, interest, and intention to participate. In summary, this study is expected to contribute to the body of knowledge in the area of event marketing.