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The Communication Role of the ‘Imagined Communities’ in the Promotion of International Events

In: Strategic Innovative Marketing

Author

Listed:
  • Androniki Kavoura

    (Technological Educational Institute of Athens)

  • Damianos P. Sakas

    (University of Peloponnese)

Abstract

This paper examines the role of the constitutive elements of identity creation for communicating a sense of community in academic conference events. Event organizers utilise mass email campaigns and social media networks to advertise and promote conference events. The demand side, the engaged participant, becomes involved in the process of finding information about these events also basing his/her decisions on specific reasons. The paper argues for the role of the creation of an online community and its constituent elements for identity building of a community of special interest, that of a conference. The research is exploratory in nature and explores whether these constituent elements are significant capable to create and preserve an academic conference community. Creating brand communities with people who are engaged and follow conferences and events can be a strategic innovative communication tool for event organizers. It is a successful decision tool to academic conference organizers that may offer an effective communication plan for the creation of communities of special interest.

Suggested Citation

  • Androniki Kavoura & Damianos P. Sakas, 2017. "The Communication Role of the ‘Imagined Communities’ in the Promotion of International Events," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 145-152, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_18
    DOI: 10.1007/978-3-319-33865-1_18
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