Index2.0 Objectives:3.0 Social media4.0 Event marketing5.0 Social media and event marketing6.0 Digital social word of mouth7.0 Purchase intention8.0 Digital SWOM and Purchase Intention 9.0 Purchase Intention and Brand Loyalty 10.0 Conclusion Companies around the world are embracing and adapting new media in this digital age for many different intentions: customer service, marketing, internal communications, public relations or accountability corporate social. Social media has revolutionized the way people communicate and the way organizations interact with their audiences. It is now a reality that social media is changing the way stakeholders and companies communicate on a daily basis, offering opportunities for collaboration, participation, interactivity and engagement. Therefore, social media is conceived today in the corporate world as a strategic communication partner, which offers organizations new and unique possibilities to interact with their stakeholders (Bagozzi and Dholakia, 2002: 15). We are witnessing a new digital age where consumers are becoming active users rather than passive individuals, fundamentally changing the way society operates. The contribution of social media in event marketing cannot be overlooked as advertising, publicity and sending invitations to attract many people to events have been further enhanced by social media. This article therefore focuses on exploring the relationship of social media with event marketing. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Long ago, event marketing involved simple, proven techniques of paid advertising and public relations outreach to ensure maximum and relevant attendance at an event. To gain coverage, you needed to designate a contact for media inquiries and then design engaging press releases. The local newspapers would from then on alert everyone in town. Some paid advertisements in industry publications and mailed invitations were also needed to start increasing registrations. While these tactics remain vital for driving event attendance today, the media landscape has changed significantly. Instead of turning to various local newspapers, people often turn to search engines and social media for information about events. Rather than simply registering for an upcoming event, potential registrants usually turn to social media channels to first get a sense of what other people have to say about that event (Gunelius, 2011: 21). Evidently, social media has profoundly changed the way the current generation gathers and digests information. As a result, event organizers must identify and leverage the importance and uniqueness of social media to reach potential mass attendees in the places where they seek information both online and in real life. 2.0 Objectives: The effects of digital social word of mouth on purchase intention and brand loyalty In addition to event marketing, social media can help organizations publish information and measure the effectiveness of the communication process (Argenti, 2006). This is important to establish a strong brand image and gain consumer loyalty towards the organization's product or service offering. For stakeholders, social media also offers opportunities to shape the message they want. Therefore, stakeholders can popularize a brand or ostracize it.Coordinating social media marketing has become easier today with numerous followers at the fingertips of the organizers. Social media can therefore be easily leveraged to achieve event marketing goals. Social media also offers people networking opportunities. The public can identify some potential connections they can make during the event by publicizing the attendance list on social media, particularly of popular people or friends (Hudson et al, 2014: 69). Attendees can network via social media before, during and after the event, ad estag hash (#) on Twitter. This can transform the dynamics of the occasion more positively, as people can engage in meaningful dialogue and participation. This is possible if participants have an advanced common knowledge base at the start of the event. The purpose of this article is to identify the effects of digital social word of mouth on purchase intention and brand loyalty among other event marketing relationships. 3.0 Social Media Boyd and Ellison (2007) defined social networking sites as web-based services that allow people to create a public or semi-public profile and have a list of other users who share a connection. Currently, with the advent of Web 2.0 platforms, companies no longer have the absolute power to control company information; therefore, stakeholders are calling for more transparency, open communication and engagement across social media platforms. Today, social media is often used for promotions, appropriate advertising, content creation, time management and productivity, to gain traffic to a website, blog or other social networks and to turn followers into customers (Evans, 2010: 16 ).4.0 Event MarketingWhether it's a conference, a networking event, or a launch party, companies have been marketing and hosting live events for decades. Incredibly, in the digital age of social media, spreading the word about an event is easier and increasingly beneficial to an organization's brand than ever before. Today, social media is absolutely a must-have exclusive strategy for event planning. Not only does the company connect with multiple individuals at the same time, but the organization is also able to connect and brand itself (Biba, 2008: 13). This allows you to test the company's expertise for an industry and a large audience on a digital stage. Nowadays, the Internet and new technologies are playing a powerful role in informing and connecting people around the world. Through social media platforms such as blogs, wikis, social networking sites, video sharing sites, etc., businesses can spread news and messages quickly and cheaply compared to traditional media. Furthermore, social media allows citizens to participate on their platforms and contribute their ideas and opinions regarding their events. This then establishes a connection and mass following, which companies can leverage to publicize their events and welcome registrations from potential attendees (Kose et al, 2011: 50). With a global online presence and numerous followers, social media can be a great tool. way to advertise an organization's products because of the large number of audiences available to them to whom they freely receive the information. Companies no longer need to contact mainstream media to advertise their products or services, new media tools are already giving companies the opportunity to maximize freely. 5.0 Social media and event marketing An event, be it an open house, a networking meeting, a lecture or a fundraiser, is by its nature asocial episode. People attend events to connect, interact and share experiences with other colleagues. It is for this same reason that people also join social media networks like Twitter, Facebook, Instagram, and LinkedIn. Given their analogous nature, it is perfect wisdom to use social media to help plan, promote and create excitement for any public event hosted by an organization. If the goal is to involve as many attendees as possible in the event, social media is the perfect tool to spread the word among members, key customers, sponsors and beyond (Newman and Thomas, 2009: 88) . Social media events marketing makes it easier for an organization to combine the power of new media with event strategy to increase engagement, increase participation and generate the kind of results expected from events (Getz, 2007: 33). Furthermore, event marketing on social media makes it easier to get better organised, be prepared and connect more with the event's target audience (Gillian, 2009: 40).6.0 Digital Social Word of Mouth Word of mouth marketing via social media can expose an event to numerous potential registrants and attendees in minutes. Advantageously, this is a huge cost saving compared to other expensive methods used in the past, such as mainstream media or direct mail invitations. While social media drives event marketing to a wider audience, it is digital social word of mouth that further markets the event. Followers of the event invite their friends and share the events on their social media pages, thus publicizing the occasion and piquing the interest of more people. It is important to realize that you need to choose the most appropriate channel to best communicate about the event. This depends on the nature of the event and its purpose. Twitter is now gaining a lot of popularity in such activities and can be easily leveraged to connect with more people and spread electronic word of mouth marketing through hashtags. Facebook is commonly used for less formal events such as concerts, festivals and parties, whilst Instagram can be used to share images of events (Periera et al, 2014: 45). This gives followers more power to help the organization spread the word about the event on a digital platform. When people send invitations to their friends and indicate that they will participate, they make their friends more willing and interested in participating (Grönroos, 2004: 79). The cycle continues as friends of friends continue to circulate the message. It is important for an organization to continue updating the latest events to continue to excite potential attendees. They can also implement a countdown system, such as 2 days left, to remind people of the date. However, despite the free nature of social media access for market events, this does not mean that there are no costs associated with it. It requires an understanding of the medium, audience and company objectives as well as time, attention and effort to truly get the most out of social media and measure the return on investment (Sashi, 2012: 262).7.0 Purchase Intention Ideally, events are organized for a certain purpose. This could be popularizing and marketing a product or service or launching a new product. Whatever the purpose, the organization intends to convert attendees into potential customers, hence the idea of ​​purchase intent. This is the plan to purchase a good or service in the future (Shin et al, 2013: 101). To convert attendees into consumers, event organizers must.