An Exploratory Factor Analysis of Virtual Event Marketing Communication
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Abstract
Virtual event marketing communication has emerged as a common form of marketing communication tool in this decade. However, the study of customer experience in this field remains insufficient. This study attempts to examine the elements and indicators of virtual event marketing communication. The study initiated with the utilization of established dimensions and metrics related to offline event experiences and virtual marketing experiences. Subsequently, in-depth interviews with 12 scholars and professionals in relevant disciplines were conducted to assess content validity. Quantitatively, an online survey was later conducted with 453 participants from the virtual event marketing audience. The results of the Exploratory Factor Analysis identified six types of customer experience: 1) Newness experiences 2) Relationship experience 3) Flow experience 4) Cognitive experience 5) Emotional experience and 6) Physical experience. The discussion showed that the dimensions of consumer experience in virtual event marketing are partly comparable to the measurements of offline event experiences. Nevertheless, unique characteristics were observed in this context.
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