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Multibrand Events and Social Media Engagement: Concentration or Spillover?

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To what degree do participating and nonparticipating brands enjoy engagement of social media users in the setting of multibrand events? Based on empirical material comprising 4,424 user-generated content published before, during, and after Fashion Week Stockholm in February 2016, this article illustrates how the studied multibrand event both concentrated engagement for participating brands and created spillover engagement to other, nonparticipating brands. Therefore, these findings question whether individual brands benefit from being official participants in multibrand events. This article contributes to the field of event management by illustrating the dynamic interplay between engagement created in social media and multibrand events, while also highlighting associated conceptual and managerial implications.
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Document Type: Research Article

Publication date: April 7, 2020

This article was made available online on November 13, 2019 as a Fast Track article with title: "MULTI-BRAND EVENTS AND SOCIAL MEDIA ENGAGEMENT – CONCENTRATION OR SPILLOVER?".

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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