The effect of hybrid event marketing on audience reach: A study of a live-streamed sports event in Port Harcourt, Nigeria
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- NGN 5000
Background of the Study:
Hybrid event marketing, which combines in-person and virtual elements, has emerged as an innovative approach to expanding audience reach. In Port Harcourt, live-streamed sports events are increasingly leveraging hybrid models to engage both physical attendees and remote viewers (Nwankwo, 2023). By integrating live streaming technology with traditional event marketing, organizers create a dual-channel experience that maximizes reach and inclusivity. This approach allows sports fans to enjoy the thrill of live events while accessing additional digital content such as real-time statistics, interactive polls, and social media integration. Hybrid events not only enhance the overall fan experience but also enable sponsors to capture diverse audience segments. The increased accessibility and convenience of virtual participation have the potential to transform how events are marketed and consumed. This study investigates the effectiveness of hybrid event marketing in broadening audience reach at a live-streamed sports event in Port Harcourt. It examines the role of digital enhancements in complementing live experiences, providing insights into consumer engagement and the overall success of hybrid marketing strategies (Eze, 2024).
Statement of the Problem
Despite the growing adoption of hybrid event marketing, there is limited empirical evidence on its impact on audience reach, particularly for live-streamed sports events in Port Harcourt. Event organizers face challenges in determining the optimal balance between physical and digital engagement to maximize audience participation. The integration of online components with traditional event elements further complicates the evaluation of audience reach. This study seeks to address these issues by exploring how hybrid event marketing strategies contribute to expanding audience reach, providing a basis for more effective event planning and resource allocation (Olu, 2023).
Objectives of the Study
To evaluate the impact of hybrid event marketing on audience reach at live-streamed sports events.
To identify the key digital elements that enhance audience engagement in hybrid events.
To assess the overall effectiveness of combining in-person and virtual event components.
Research Questions
How does hybrid event marketing affect audience reach at live-streamed sports events in Port Harcourt?
What digital elements are most effective in complementing live event experiences?
How do in-person and virtual components interact to enhance overall audience engagement?
Significance of the Study
This study is significant as it provides actionable insights into the benefits of hybrid event marketing, guiding organizers in optimizing their strategies to achieve broader audience reach and higher engagement. The findings inform best practices for integrating digital and physical event components, ultimately enhancing the overall event experience (Chinwe, 2023).
Scope and Limitations of the Study
This study is limited to the evaluation of hybrid event marketing at a live-streamed sports event in Port Harcourt, Nigeria. It does not extend to other event formats or regions.
Definitions of Terms
Hybrid Event Marketing: A strategy that combines live, in-person events with virtual components to engage diverse audiences.
Audience Reach: The total number of individuals exposed to an event’s marketing and content.
Live-Streamed Sports Event: A sports competition broadcast in real time to both on-site and remote audiences.
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