ENHANCING ATTENDEE ENGAGEMENT IN VIRTUAL AND HYBRID EVENTS: THE ROLES OF TECHNOLOGY AND DATA ANALYTICS

Abstract

The rapid growth of virtual and hybrid events has increased the need to better understand how digital technologies influence attendee engagement. This study examines the roles of technology and data analytics in enhancing attendee engagement in virtual and hybrid event settings. Drawing on a socio-technical perspective, the study explores how technology supports data analytics and how both contribute to attendee engagement. Data were collected from participants who had attended virtual or hybrid events in Malaysia and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings show that both technology and data analytics have significant positive effects on attendee engagement. However, data analytics has a stronger influence than technology, suggesting that while reliable digital infrastructure is essential, the effective use of data plays a greater role in creating engaging event experiences. The results also indicate that technology significantly supports data analytics, highlighting the importance of integrating both elements in virtual and hybrid event management. These findings offer practical guidance for event organisers by emphasising the need to combine reliable digital platforms with effective data analytics to improve attendee engagement. The study also contributes to the event management literature by demonstrating how technology and data analytics work together to support meaningful and sustainable engagement in virtual and hybrid events.