Event communications in the conditions of mediatization: actual problems and applications

Abstract

The study is devoted to topical issues and the potential of using event-based brand promotion in competitive markets. The idea of promoting brands, products and services through special events is not new. This direction has been repeatedly considered from different positions in line with various marketing philosophies (atmospheric marketing, impression marketing, emotional marketing, engagement marketing, etc.). The event marketing market showed a decline in 2020–2021. against the background of the coronavirus pandemic, which, in turn, set the trend for the development of digital special events, and later hybrid ones. The following issues are on the agenda of theorists and practitioners: a) defining criteria for evaluating the effectiveness of special events; b) assessing the prospects of digital and hybrid special events; c) the use of event marketing in the context of promoting brands of organizations in the socio-cultural sphere, territorial brands; d) increasing the involvement of the audience of special events, including by means of gamified solutions.