ENGAGING STUDENTS THROUGH EVENT MARKETING: AN EXAMPLE OF UNIVERSITY ENTREPRENEURSHIP EVENT

Etkinlik pazarlamasının artan önemine dayanarak, bu çalışmada, Türkiye'nin önde gelen üniversitelerinden birinin ev sahipliğini yaptığı girişimcilik etkinliğinin üniversite öğrencilerine olan etkisi araştırılmıştır. Bu bağlamda, öğrencilerin memnuniyetlerini ve tekrar ziyaret etme niyetlerini, etkinlik imajının üç farklı unsurunun (etkinlik yaratıcılığı, etkinlik uygunluğu, etkinlik yeterliliği) etkili olduğu ileri sürülmüştür. Araştırma iki gün boyunca girişimcilik etkinliğine katılan 468 öğrenciye uygulanmıştır. Analizler için, yapısal eşitlik modellemesi yöntemi kullanılmıştır. (I) Etkinlik imajı boyutlarının (yaratıcılığın, uygunluğun ve yeterliliğin) öğrencilerin memnuniyeti üzerinde etkili olduğu ve (ii), tekrar ziyaret etme niyetlerinde, öğrencilerin memnuniyetinin başlıca itici güç olduğu saptanmıştır. Sonuçlar, gelecek araştırmalar ve yönetsel sonuçlar kapsamında ele alınmıştır

ETKİNLİK PAZARLAMASI İLE ÖĞRENCİLERİ ÇEKME: ÜNİVERSİTELERDE GİRİŞİMCİLİK ETKİNLİĞİNE YÖNELİK BİR ÖRNEK

Based on the growing importance of event mark eting, this study investigate s the impact of entrepreneurship event on university students which was host ed by one of the leading universities in Turk ey. In this context, three different aspects of event image (event inventiveness, event appropriateness, event adequacy) were proposed to influence students’ satisfaction and revisit intentions. The research was conducted with 468 students who participated in the entrepreneurship event for two days. For the analyses, structural equation modeling technique was used. It was found that (i) the dimensions of event image (inventiveness, appropriateness, and adequacy) have an impact on students’ satisfaction and (ii) students’ satisfaction was a main driver of their revisit intention. Results, future researches and managerial implications were addressed

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Kaynak Göster