A review of virtual event marketing on audience participation: Evidence from an online conference in Kano, Nigeria
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- NGN 5000
Background of the study
Virtual event marketing has surged in popularity as organizations seek innovative ways to engage audiences in a digital-first world. In Kano, Nigeria, online conferences have become a key platform for disseminating information, networking, and fostering industry connections. Virtual event marketing strategies—such as interactive sessions, live Q&A segments, and virtual networking rooms—are designed to enhance audience participation and deliver value beyond traditional in-person events (Ibrahim, 2023). By leveraging digital tools and social media integration, organizers can reach a wider audience, facilitate real-time engagement, and gather valuable feedback. However, the success of virtual events depends on overcoming challenges such as technical glitches, limited interactivity, and participant fatigue. This study reviews virtual event marketing practices by analyzing an online conference in Kano, evaluating how different strategies influence audience participation, engagement levels, and overall event satisfaction (Udeh, 2024). The research aims to provide insights into optimizing virtual event formats to enhance audience involvement in the rapidly evolving digital landscape.
Statement of the problem
Organizers of virtual events in Kano often face challenges in achieving high audience participation due to technical issues, limited interactive features, and participant disengagement (Ibrahim, 2023). Despite the adoption of various digital marketing strategies, the gap between intended engagement and actual participation remains significant. This study seeks to understand the factors that limit audience involvement during virtual events and to identify best practices for improving participation rates. By addressing these challenges, the research aims to offer strategies that enhance the effectiveness of virtual event marketing (Udeh, 2024).
Objectives of the Study
To review the virtual event marketing strategies employed in online conferences.
To assess the impact of these strategies on audience participation.
To recommend best practices for enhancing audience engagement in virtual events.
Research Questions
How do virtual event marketing strategies affect audience participation?
What challenges limit audience engagement during online conferences?
How can virtual event marketing be optimized to improve audience involvement?
Significance of the study
This study is significant as it provides valuable insights into the effectiveness of virtual event marketing in driving audience participation. The findings will help event organizers in Kano to refine their strategies, ensuring more interactive and engaging virtual conferences. The research contributes to the academic and practical discourse on digital event management (Udeh, 2024).
Scope and Limitations of the Study
This study is limited to reviewing virtual event marketing and its impact on audience participation within an online conference in Kano, Nigeria.
Definitions of Terms
Virtual Event Marketing: The promotion and management of events conducted in a digital environment.
Audience Participation: The level of interaction and engagement exhibited by event attendees.
Online Conference: A digital event where participants engage in presentations, discussions, and networking through the internet.
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