What is it about?
The covid-19 pandemic makes webinars a means for knowledge dissemination. Many events offered turned out to be a tight competition among organizers and caused a different response from the audience. Academic participants’ responses had never been known in depth so that they could be the basis for determining the strategy for the organizers.
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Why is it important?
The competitive market selling webinar events during the pandemic indicate a complex situation. The marketing management of an organization should think of at least some related things to an adjusted marketing mix. Instead of spending large amounts on mass broadcasting through WhatsApp messenger, firms should do “behavioural targeting” or “micro-targeting” which pays attention to highly targeted activities for select groups of consumers. We also found that gender and age influenced loyalty/intention/duration in participating in webinars. In general, women tend to attend webinars for shorter durations. Age also influences the time of a person participating in the webinar. Young people are more likely to prefer webinars of shorter duration than older people. Of course, this will affect the delivery of content for those who want to hold a webinar event.
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This page is a summary of: Webinar among Indonesian academics during Covid-19, embracing the audiences, PLoS ONE, March 2022, PLOS, DOI: 10.1371/journal.pone.0265257.
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