An assessment of event marketing on consumer sentiment: A case study of a charity gala in Abuja
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- NGN 5000
Background of the Study:
Event marketing plays a crucial role in shaping consumer sentiment by creating memorable experiences that resonate emotionally with audiences. Charity galas in Abuja serve as exemplary platforms where brands and organizers converge to promote social causes while engaging with donors and participants through immersive event experiences. These events often incorporate elements such as inspiring speeches, live performances, and interactive activities that evoke strong emotional responses. By leveraging sophisticated marketing techniques, organizers aim to generate positive consumer sentiment, ultimately fostering increased support for the charitable cause (Chinwe, 2023). The integration of social media and live interactions allows for immediate feedback and extended digital reach, creating a comprehensive narrative around the event. As consumer expectations evolve towards valuing meaningful engagements, event marketing strategies at charity galas are continuously refined to enhance the overall emotional impact. This study assesses how various event marketing elements—ranging from ambience and storytelling to interactive segments—influence consumer sentiment at a charity gala in Abuja. Understanding these dynamics is crucial for event planners and marketers to design experiences that not only promote the cause but also leave a lasting, positive impression on attendees (Adeniyi, 2024).
Statement of the Problem
Despite the evident role of event marketing in shaping consumer sentiment at charity galas, there is limited systematic research quantifying this impact in Abuja. Organizers face difficulties in determining which aspects of the event most significantly influence positive sentiment and how these translate into long-term support for the cause. The absence of standardized measures to evaluate emotional responses complicates strategic planning and resource allocation. This study aims to fill the gap by providing empirical evidence on the link between event marketing tactics and consumer sentiment (Ogunleye, 2023).
Objectives of the Study
To assess the impact of event marketing strategies on consumer sentiment at a charity gala.
To identify key event elements that influence positive emotional responses.
To determine the relationship between consumer sentiment and long-term support for the charity.
Research Questions
How does event marketing influence consumer sentiment at charity galas in Abuja?
Which event components are most effective in evoking positive emotions?
How does consumer sentiment correlate with long-term engagement with the charity?
Significance of the Study
This study provides critical insights into how event marketing strategies shape consumer sentiment, offering practical recommendations for optimizing charity galas. The findings can enhance planning and execution of future events, ultimately increasing support for charitable causes in Abuja (Ibrahim, 2024).
Scope and Limitations of the Study
This study is limited to evaluating event marketing at a charity gala in Abuja, Nigeria, and does not extend to other event types or regions.
Definitions of Terms
Event Marketing: Strategies employed to promote events and enhance participant engagement.
Consumer Sentiment: The emotional response or attitude of consumers towards an event or brand.
Charity Gala: A formal event organized to raise funds and awareness for charitable causes.
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