EVENTS AS A TOOL FOR EXPERIENTIAL MARKETING: THE CASE OF RED BULL AND THE USE OF INFLUENCERS IN BRAND BUILDING

Abstract

This thesis analyzes events as a marketing tool for brands, focusing on their evolution within the digital sphere. Additionally, it examines the role of social media and influencers in promoting events. The methodology used is based on a literature review of academic sources. The results highlight the importance of event marketing in generating brand reach and awareness.