The Impact of Marketing Activities through Business Events on Corporate Image and Behavioral Intentions

Business events are an ideal yet realistic industry that provides valuable opportunities for people to gather, share knowledge and information, solve immediate problems, and build networks with each other. This study began to establish marketing directions by identifying the positive effects of business event participation on corporate image and behavioral intentions. The research subjects were 340 employees aged 20 and above. The results of the study confirmed that business events positively affect corporate image (expertise & communication). Specifically, it was found that meetings & conventions influenced ' communication' within the corporate image, while exhibitions influenced ' expertise'. In future research, it will be necessary to approach and study which marketing elements of business events positively impact companies from various factors.