Date of Award


Document Type


Degree Name

Master of Science in Digital Marketing



First Advisor

Clayton Smith

Second Advisor

Andrew Smith

Third Advisor

Krista Tucciarone


Social media usage, content creation and consumption has increased steadily throughout the years. This facet has impacted the event industry and their audiences’ expectations of immersive and high-end digital opportunities with the goal of memory capturing and user generated content. In addition to providing digital event opportunities, meeting audiences on their psychological level when in attendance at events heightens the likelihood of revisits, word-of-mouth, and social media sharing. The two main psychological aspects to study are that of belonging and internal motivation. In the event field, belonging is the feeling or association to a community of peers and internal motivation is the desire to seek out positive and enjoyment-inducing experiences.

Included in

Marketing Commons