Analysis of Key Success Factors of Event Marketing in Knowledge-Based Companies Active in the Medicinal Plants and Natural Products Market
Keywords:
Event marketing, Key success factors, Knowledge-based companies, Medicinal plants, Natural productsAbstract
Given the increasing competition in the health-oriented and knowledge-based product market, event marketing has emerged as an effective tool for creating interaction, trust, and customer experience, playing an increasingly significant role in the success of companies operating in the medicinal plants and natural products sector. The present study aimed to analyze the key success factors of event marketing in knowledge-based companies active in this market. In terms of purpose, the research was applied, and regarding methodological nature, it was conducted using a quantitative approach. Based on the results of the preliminary stage, a researcher-developed questionnaire was designed. The statistical population consisted of 434 experts and managers of knowledge-based companies operating in the medicinal plants sector in Tehran, Iran, who were selected through convenience sampling. Data were collected through field research using an online questionnaire. The validity of the measurement instrument was confirmed through construct validity and factor analysis, and its reliability was verified using Cronbach’s alpha coefficient. Structural equation modeling (SEM) was employed for data analysis. The findings indicated that environmental and contextual factors, organizational and managerial factors, and strategic and operational event marketing factors had a positive and significant effect on event marketing success in knowledge-based companies. Furthermore, the results demonstrated that successful event marketing leads to increased customer awareness and trust, improved brand image, enhanced stakeholder engagement, and improved market performance. Ultimately, the proposed research model can serve as a practical framework for managers of knowledge-based companies and health-sector policymakers in designing and implementing effective marketing events.
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Copyright (c) 2026 Morteza Alipour Arjestan (Author); Mahmoud Ahmadi Sharif; Mohammad Reza Ghorbanian (Author)
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