ENGAGING STUDENTS THROUGH EVENT MARKETING: AN EXAMPLE OF UNIVERSITY ENTREPRENEURSHIP EVENT

Based on the growing importance of event marketing, this study investigates the impact of entrepreneurship event on university students which was hosted by one of the leading universities in Turkey. In this context, three different aspects of event image (event inventiveness, event appropriateness, event adequacy) were proposed to influence students' satisfaction and revisit intentions. The research was conducted with 468 students who participated in the entrepreneurship event for two days. For the analyses, structural equation modeling technique was used. It was found that (i) the dimensions of event image (inventiveness, appropriateness, and adequacy) have an impact on students' satisfaction and (ii) students' satisfaction was a main driver of their revisit intention. Results, future researches and managerial implications were addressed.