An appraisal of interactive event experiences on consumer engagement: A study of a tech expo in Lagos
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- NGN 5000
Background of the Study:
Interactive event experiences have redefined consumer engagement, especially in technology-focused events where innovation and participation are highly valued. At tech expos in Lagos, interactive displays, hands-on workshops, and live product demonstrations provide attendees with direct opportunities to experience cutting-edge technologies (Ibrahim, 2023). These immersive environments not only educate consumers about new products and services but also foster active participation and enthusiasm. Brands at tech expos are increasingly using interactive elements to differentiate themselves and create memorable experiences that encourage sustained consumer engagement. By integrating digital tools such as virtual reality and augmented reality, these events offer a multi-sensory approach that captivates tech-savvy audiences. The dynamic nature of interactive events has proven essential in driving brand awareness, enhancing customer satisfaction, and stimulating word-of-mouth promotion. This study appraises the role of interactive event experiences in driving consumer engagement at a tech expo in Lagos, aiming to uncover the specific factors that contribute to an elevated level of participation and enthusiasm among attendees (Okafor, 2024).
Statement of the Problem
Although interactive event experiences are widely recognized for their potential to boost consumer engagement, there is limited research quantifying their impact within tech expos in Lagos. Marketers face challenges in isolating the effects of interactive elements from other variables influencing engagement. The absence of standardized metrics to evaluate consumer participation complicates efforts to optimize event design and resource allocation. This study seeks to address these challenges by systematically evaluating the effectiveness of interactive experiences in enhancing consumer engagement at a tech expo (Chukwu, 2024).
Objectives of the Study
To evaluate the impact of interactive event experiences on consumer engagement at a tech expo.
To identify key interactive elements that drive active consumer participation.
To assess the overall influence of interactive experiences on brand perception and consumer satisfaction.
Research Questions
How do interactive event experiences influence consumer engagement at tech expos in Lagos?
What interactive elements are most effective in driving consumer participation?
How does enhanced engagement affect overall brand perception and satisfaction?
Significance of the Study
This study is significant for tech event organizers and marketers, offering insights into the effectiveness of interactive elements in fostering consumer engagement. The findings provide actionable recommendations for designing more impactful events that enhance both brand perception and customer satisfaction (Afolabi, 2023).
Scope and Limitations of the Study
This study is limited to appraising interactive event experiences at a tech expo in Lagos, Nigeria. It does not extend to other industries or locations.
Definitions of Terms
Interactive Event Experiences: Events designed to actively involve consumers through hands-on, participatory activities.
Consumer Engagement: The level of active participation and interaction of attendees during an event.
Tech Expo: An exhibition focused on showcasing technological innovations and industry trends.
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