Publication

Motivational factors of conference attendees – relevance of online communication and nationality

Bibliographic Details
Summary:	The main goal of this paper is to understand whether there are different motivational factors of decision-making processes to attend a conference from people of different nationalities (namely Portuguese and Germans) as well as their social media usage and preferences. After the literature regarding the topic was analysed in order to guide the research, quantitative empirical research in the form of an online survey of 20 questions was conducted. 53 respondents in Germany and 56 respondents in Portugal were analysed. The findings revealed no significant differences between the 2 markets. The results gained from the empirical research revealed to be useful to be used as guidelines for the development of a social media-marketing plan in Germany for a company responsible for the organization of a big annual event for Product Managers in the Southern part of Europe that collaborated with this study.
Main Authors:	Kazak, Hanna
Other Authors:	Correia, Ricardo
Subject:	Online communication Conference Attendees motivation Marketing
Year:	2022
Country:	Portugal
Document type:	article
Access type:	open access
Associated institution:	Instituto Politécnico de Bragança
Language:	English
Origin:	Biblioteca Digital do IPB

Description
Summary:	The main goal of this paper is to understand whether there are different motivational factors of decision-making processes to attend a conference from people of different nationalities (namely Portuguese and Germans) as well as their social media usage and preferences. After the literature regarding the topic was analysed in order to guide the research, quantitative empirical research in the form of an online survey of 20 questions was conducted. 53 respondents in Germany and 56 respondents in Portugal were analysed. The findings revealed no significant differences between the 2 markets. The results gained from the empirical research revealed to be useful to be used as guidelines for the development of a social media-marketing plan in Germany for a company responsible for the organization of a big annual event for Product Managers in the Southern part of Europe that collaborated with this study.