Understanding online event experience: The importance of communication, engagement and interaction

Despite the advances in theory about how organisations should manage consumer experience, there is a lack of understanding about how variables such as consumer-to-consumer interaction, content engagement and effective communication affect consumer online experiences, with this being particularly evident in the event industry. This study examines online event experiences and their effects on consumers’ behavioural intentions towards mega events. Using a sample of 1726 participants from four countries (United States, United Kingdom, Brazil and South Africa), a structural equation model was conducted. Results indicate that online content engagement and effective communication influence consumers’ online experience and positively affects their behavioural intentions towards the event. Online consumer-to-consumer interaction also showed a positive effect on consumers’ future behavioural intentions. The findings highlight the need for event organisers to reconsider the rising importance of consumers who are likely to follow the event online and to understand the factors that shape their online experience.