ABSTRACT
The evolution of internet-based technologies is altering the socio-economic landscape, particularly the event sector. The dynamic evolution on the Internet offers vast opportunities for the business industry, from expanding networks to building alliances with their target audience. The Internet today, according to Wielke, is emerging to be a credible carrier of globalisation in every aspect of communication due to its characterised juxtaposition, accessibility, and speed. Event management as a multidisciplinary occupation is an exciting and continuously growing industry. Event organisations must also foresee and step ahead over their competitors to sustain their position in the continuously evolving industry. The high level of influence and the effectiveness of social media in marketing events was proven by Moreno’s study in 2012.
