The Psychological Motivations of Attendees to Engage and Share Their Event Experiences

Lindenwood University Lindenwood University

Digital Commons@Lindenwood University Digital Commons@Lindenwood University

Theses Theses & Dissertations

11-2023

The Psychological Motivations of Attendees to Engage and Share The Psychological Motivations of Attendees to Engage and Share

Their Event Experiences Their Event Experiences

Denise Matoushek

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THE PSYCHOLOGICAL MOTIVATIONS OF ATTENDEES TO ENGAGE AND SHARE

THEIR EVENT EXPERIENCES

Denise Matoushek

Submitted in Partial Fulfillment of the Requirements

for the Degree of Master of Science in Digital Marketing

Lindenwood University

The author hereby grants Lindenwood University permission to reproduce and distribute publicly

paper and electronic thesis copies of document in whole or in part in any medium now known

or hereafter created.

Denise Matoushek____________________________________________________11/30/2023

Author

Clayton Smith_______________________________________________________11/30/2023

Committee Chair

Andrew Smith_______________________________________________________11/30/2023

Committee Member

Krista Tucciarone____________________________________________________11/30/2023

Committee Member

THE PSYCHOLOGICAL MOTIVATIONS OF ATTENDEES TO ENGAGE AND SHARE

THEIR EVENT EXPERIENCES

A Thesis Submitted to the Faculty of the Digital Marketing Department in Partial Fulfillment of

the Requirements for the

Degree of Master of Science

Lindenwood University

Denise Matoushek

Saint Charles, Missouri

November 2023

ABSTRACT

Social media usage, content creation and consumption has increased steadily throughout the

years. This facet has impacted the event industry and their audiences’ expectations of immersive

and high-end digital opportunities with the goal of memory capturing and user generated content.

In addition to providing digital event opportunities, meeting audiences on their psychological

level when in attendance at events heightens the likelihood of revisits, word-of-mouth, and social

media sharing. The two main psychological aspects to study are that of belonging and internal

motivation. In the event field, belonging is the feeling or association to a community of peers and

internal motivation is the desire to seek out positive and enjoyment-inducing experiences.

Keywords: immersive, psychological, social media, marketing, engagement, events,

audiences, selfie, belonging, internal motivation

Table of Contents

Introduction………………………………………………………………………………………. 5

Literature Review……………………………………………………………………...…………. 6

Methodology…………….…………………………………………………………………….... 17

Production………………………………………………………………………………………. 19

Conclusion………………….…………………………………………………………………... 20

Work Cited……………………………………………………………………………………….22

1. Introduction

The scope of the research paper will be that of immersive photo and video engagement

opportunities at events and their psychological influence on the attendees, specifically related to

their drive to participate in the experience and then post the experience over social media

platforms. Ever since the development of easy internet access through in-home connections and

personal devices, reaching audiences online has become an increasing marketing tactic. This

seems to have expanded even more with the large-scale use of social media platforms which are

utilized by over 82% percent of the American population, which is around 223 million people

(Dixon). With the introduction of social media, highlighting life experiences to followers has

become increasingly popular. These highlights are shared through photos and videos with eye-

catching captions. As a result, this has brought about the rise in picturesque and immersive

locations at local and national events.

For this study, the focus will be of furthering the evaluation into the advancement and

effectiveness of different types of photo and video locations at events based on the psychological

drive of today’s audience. This study will specifically be answering the question: How has the

evolution of digital platforms advanced the need for the event industry to provide elaborate photo

and video opportunities to meet the motivations and psychological needs of their audiences in

terms of social media sharing and engagement? The first element examined to answer this

research question will be the background of social media. The second to be examined is the

mental state of attendees in terms of their motivation to seek fulfilling engagement opportunities

while at events. Finally, to be observed is the best practices for creating meaningful spaces for

photo and video sharing settings at events to meet these experience expectations for guests.

2. Literature Review

2.1 Background on Event Social Media Sharing Platforms

Digital marketing is the component of marketing that uses the internet and online based

technologies, such as desktop and handheld computers and mobile phones, to promote products

and services to the public (“Digital Marketing”). One of the top digital marketing methods to

promote and share event content is through social media marketing. Social media platforms are

forms of electronic communication through which users create online communities to share

information, ideas, personal messages, and other content (“Social Media”). The Internet and

social media have designed that interpersonal interaction is no longer dependent on face-to-face

communication, abolishing time and space barriers (Santiago). Through the multitude of social

media platforms, each site provides its own unique attributes to its various users. According to

Voorveld, the main platforms are: “Facebook (a social network), Snapchat (an instant photo

messaging application), Instagram (a photo-sharing application), X (formerly known as Twitter)

and Threads (a microblogging application), LinkedIn (a business and employment-oriented

social networking service), TikTok (a short-video sharing application) and Pinterest (a “catalog

of ideas” or photo-sharing website)” (40). Each social media platform meets their users’ needs

through a variety of intellectual, visual, and emotional avenues.

The reason content is so popularly shared over these sites is because of their vast reach

and entertainment factor (Voorveld). Due to internal motivations, users choose to share over

social media sites because they believe if they find something enjoyable or amusing, then they

want to share the experience with their followers. Therefore, user generated content at social

events is so successful, especially among the highly digital Millennials and Generation Z

demographics. The use of smartphones makes this opportunity even simpler. Most social media

platforms are application based and accessed through a digital device, most often, a handheld

smartphone. With the high-performance technology of photo and video, the ability to capture

real-time moments has increased exponentially. In fact, over 92.5% of individuals say their

smartphone is their main photo taking device (Digital Imaging Reporter). This combination has

helped construct societal experiences and expectations of the 21st century.

Analyzing an event’s target audience against each social media site’s demographics helps

increase the chance that the event marketing is reaching its intended audience on the site they

utilize most often. Event organizations have increasingly realized the added value of using social

media to favorably frame and successfully market events and places, build collaborative

relationships with users, and stimulate their advocacy (Pino). The creation of event organization

social media platforms has become a cost-effective and efficient way to reach an organization’s

audience. Social media uniquely allows event marketers the opportunity to merge organic

conversations, as well as brand engagement with their target audience.

The second use for social media to elevate an event is through participant contribution

and engagement. Contribution and engagement can be easily defined in the event world as

interactions between the attendee and event organization, either online or offline. This study will

mainly look at engagement in terms of online, specifically social media image and video posting

based on in-person engagement. The most basic way to contribute or engage is through likes,

comments, and shares. Having available interactive opportunities at events is an easy way to

increase engagement chances among participants and increase event attendance for future events.

Participants may directly impact the success of events by sharing, creating branded content, and

reviewing brands (Nikolinakou). Pino states:

Social media platforms may initiate excitement among the potential attendees of a certain

event and offer event organizers and participants a platform to co-create value. Event

organizers can talk with their customers and listen to their reactions. Users can engage in

conversations with organizers and other attendees, share their photos and videos,

comment on the event, and recommend it to their peers. Thus, boosting online

engagement and facilitating the creation of relationships between organizers and potential

attendees has become vital for the event industry and may enhance the sustainability of

organizers’ strategies. (191)

Integrating social media into events is an easy was to drive digital engagement. Brands are also

focusing their efforts on motivating consumer content creation of photos, videos, or posts, as

they believe user-generated content can make their social media marketing campaigns more

authentic and relatable (Nikolinakou).

Tatiana Molina, the business manager for the Army Ten-Miler held in Washington D.C.,

states that their organization has witnessed huge success in capturing ‘moments’ at their events

and then sharing them over their social media platforms. Molina explains, “Event participants

know that we post in-the-moment and high-quality images, therefore, it increases our follower

count and page views, because everyone wants to feel special, everyone wants to see their image

posted. It builds a relationship when our organization can create that feeling”. In addition to

expanding organization and attendee relationships, the donor recruitment coordinator for DKMS

US, Olivia Haddox, says engagement through user generated content is also highly beneficial.

Haddox states, “No matter the platform – user generated content always seems to be the most

compelling for our mission and demographic we are targeting. We strongly encourage volunteers

and attendees of the events to post about it on their stories which we then share on our stories.

Unsurprisingly, 18- to 30-year-olds capture better quality content that we are able to use.” These

organizations are just two of many which have found success through incorporating social media

into their marketing plans. As of 2022, more than 93% of companies in the United States are

utilizing social media to reach their audiences (Dencheva).

2.2 Attendee Psychological Drive to Engage

With the rise of social media use and the popularity of smartphones, the relationship to

visual images has reached a level of ubiquity that is historically unprecedented (Wang).

Individuals, especially younger generations, have increasingly developed habitual smartphone

usage. This growth in smartphone usage has facilitated easier, quicker, and wider sharing of

photographs (Skinner) and videos. Coupling that with social media networks being an

opportunity for individuals to present themselves to a wider audience (Devin), society has

become visually accelerated. There has been a shift where understanding the environment is

being done, not through words, but through images. Social media image development has

become a dynamic process of selecting, reflecting, sharing, and experiencing (Skinner). In fact,

79% of people have taken more photographs since they started to use social media, 64% believe

that a visual post is more convincing on social media than a text-only post, and 85% prefer visual

posts to text-only posts (Wang). In addition, social media platforms place importance on visual

content by incorporating algorithms to increase the likelihood of these types of medias being

viewed by the users.

Some of this image focus can be attributed to the rise in selfies or groupies over social

media. The ‘selfie’ is defined as a photographic self-portrait, especially one taken with a

smartphone or webcam and shared via social media (Wang). A ‘groupie’ is the same concept as a

selfie, but with multiple individuals in the image. For this study, the word ‘selfie’ will encompass

both terms. Selfies have been shown to increase social media reach through likes and comments

and have become a ubiquitous part of today’s culture (Holiday). The Georgia Institute of

Technology survey showed that a photo with a face receives more likes and comments than

photos without (Andrew). In fact, the number of selfies taken and shared online each day is 93

million (Bhushan). Subtly or not so subtly, people are constantly pushed by their social approval-

loving brains to tweak their work to gather more likes, to create art that will get more comments,

and to edit in a way which appeases the masses (Devin).

It has been found that there are four types of motivations behind self or group-posting;

which are: attention seeking, communication, archiving, and entertainment (Bhushan). Attention

seeking is related to affirmation from others. Communication is the two-way interaction of

sharing and receiving likes and comments on content. Archiving is the digital creation of a

memory. Entertainment is to highlight a fun life experience for self and others. In addition, it is

shown that extroverted individuals are more likely to engage in selfie sharing than other

personality types (Bhushan). This image sharing has been psychologically associated to social

interaction fulfillment needs. Holiday states that, “selfie users are more likely to take a photo not

to show off an outfit or express a mood, but instead to post to friends and family so they know

what the user is up to and where they are at” (182). Selfie users want to provide the world with

their approved story of their life by sharing their self-photographs instead of keeping them

personal.

Furthermore, the rise in social media sharable photography and videography are

heightened and connected to designated photo and video locations at events, especially

immersive experiences. Immersive experiences incorporate visuals, sounds, and touch in an

elaborate context to make the attendees feel as if they are living in the theme of the event. Event

coordinators are capitalizing on social media users’ love for photo and video sharing by creating

eye-catching and branded selfie sites. Social media has become an integral part of the event

experience because for many attendees, part of the fun of an event is documenting and sharing it

on social media (In It Live). The new theme is that: if there is not a picture, it did not happen

(National Event Pros). In fact, for many, a selfie is not ‘complete’ until it has been uploaded to

social media and viewed by others (Wang).

Being cognizant that event attendees seek to satisfy some intrinsic need that aligns with

their identity may help event coordinators design engagement opportunities that address those

specific needs (Hodge). One psychological avenue to explore is that of ‘belonging’. Belonging is

an essential basic human need for emotional health. As elaborated through Maslow’s Hierarch of

Needs, humans are social creatures that crave interactions with others; they need to feel like they

are accepted and a part of a group (Maslow). Events are intrinsically social areas. Being

immersed in a larger collective creates a sense of solidarity (Berkers). The marriage between

events and social media are two collectives that build community (MacKay). Events are the

immersion of similar individuals in the physical atmosphere while social media is the immersion

through the online atmosphere. The emotional experience is a reason why eventgoers keep

attending the same event over the years (Barriere).

Emotional needs to belong and not miss out on engagement opportunities are a push to

attend events with friends or family. This can be related to the feeling of fear of missing out

(FOMO) that has exploded since the creation of social media sharing. Fear of missing out is the

desire to stay continually connected with what others are doing, with fear that they are missing

out on having rewarding experiences. FOMO links individual differences with factors such as

meeting psychological needs, general mood, and life satisfaction that may affect social media use

(Devin).

Eventbrite, an event internet company, polled participants about their association with

FOMO; 70% of participants said they regularly experienced FOMO in their life (1). One reason

for this is to keep up with “status quo” of their peers posting life aspects on social media. It is on

social media that experiences are projected to hundreds or thousands of followers to be seen. The

survey showed that over 60% of participants have posted about an event on social media within

the past year. One aspect that has been shown to intensify the association with FOMO is the 24-

hour access to these sites via smartphones. Social media sites can easily be downloaded as an

app to any smartphone. The average American spends 2.5 hours a day scrolling through their

phones (Ah-Heeti). Since belongingness is a key psychological trait (Bhushan) in FOMO,

keeping communication with others through image sharing over social media helps meet these

needs.

The second psychological aspect is that of internal motivation through enjoyment

seeking. Motivation is defined as a physiological and psychological need: a lust that arouses,

directs, and integrates a person’s conduct and activities (Krajickova). Enjoyment seeking

motivation is an important predictor of perceived value and attendee satisfaction. Perceived

value is defined as an overall assessment of the utility of a product or service made by a

consumer based on the perceptions of benefits and sacrifices (Ahn). Perceived value has been

identified as one of the crucial qualifications of behavioral intentions of customers. Event

organizers should develop and offer fun-inducing and entertaining activities that can appeal to

those who are interested in seeking enjoyment and enhance their perceived value of the event as

well as their satisfaction level (Ahn). This value impacts customer satisfaction, word of mouth,

and revisit intentions. Whether a user participates in an event is also related to his records of

historical interactions. Different historical events have different effects on the next event, and

these effects include positive and negative effects (Liao).

Internal motivations also relate to social media usage as immediate external rewards of

likes and comments increase event attendees’ enjoyment seeking, perceived value, and positive

association of an event. Using social media for internal motivations and engagement has been

shown to be linked to emotion states. Social media use can be done through a passive mental

state or an active state. Passive is related to mindless scrolling, while active is associated with

content creation, which would be the goal state to reach with event attendees. It has been shown

that mood greatly depicts which state users will be in when engaging with social media.

According to Saleem, “When users are in a highly aroused positive mood state, production of

content occurs, which represents the highest level of social media engagement. Examples of

production during highly aroused positive mood state include posting vacation pictures or the

achievement of a ‘bucket list’ event” (75). Contrary to positive mood state, when users are in a

negative or low arousal mood, they are more likely to passively scroll. The content of videos,

blogs, and photos created by individuals and published has been shown to both entertain and

inform their followers (Saleem) about their life.

2.3 Creating Meaningful and Immersive Spaces

When incorporating the proper aesthetics into immersive opportunities, meeting the

audiences’ psychological expectations of belonging and motivation increases the likelihood of

engagement. Each type of event has a different type of audience expectation of engagement. A

successful event has the capability to link aesthetics with the social aspects of their attendees

(Berkers), as aesthetics of an event can elevate attendees’ experiences. It is important to note that

when creating aesthetics for an event, audiences want more interactive engagement and less of a

corporate feel (Barriere). In addition, when creating these engagement moments, it is crucial to

keep a social media mindset, as 97% of event attendees will post their photo or video to social

media (Skinner).

Event audiences continually seek engaging experiences and ways to share their

experiences online with others; organizers need to learn to engage with this socially mediated

lifestyle of consumers (MacKay). The integration of appealing social media experiences across

all phases of event production and consumption benefits both the organizers and attendees as

lived experiences are constantly captured, displayed, re-told, and relived across social media

networks (MacKay). It is the memory of the experience from the event that is truly valued. It

can be argued that once an event loses it connection to place and people, it loses it originality and

meaning (Barriere). According to Kelley there are several ways to create an atmosphere that

encourages engagement, user generated content, and an overall memorable experience. Kelley

states:

Set the scene and know your audience when you are designing your event, consider how

you can craft impactful and visual areas that create engagement for them. Make the event

an entire experience for them and make photos and videos come alive. You want

something memorable, possibly just short of fantastical, so that your attendees’ photos

will create a world that lasts far beyond your event. (1)

Further, it is pertinent to analyze psychological aspects when creating environments,

especially ones that are immersive for audiences. The main aspects are belonging and internal

motivation. In terms of belonging, when in attendance, audiences want to feel as though they are

a part of a community of their peers. A feeling that if they had not been in attendance that it

would cause a sensation that they are missing out on a fulfilling life situation, and the results of

missing out would cause negative emotions. Creating photo and video opportunities for this

psychological state needs to be focused on highlighting and making the personality and values of

the event come alive in a physical and tangible way. According to Mike Tatoian, the President

and CEO of Dover International Speedway who partners with Firefly Music Festival describes:

“Attendees are not just there for the event at hand, they are there to feel as if they went to

an entire new world with their fellow peers. A world where every aspect is about the

music and the feel you get from listening to it. Festivals are different than standard

concerts; it’s not just a stage with a musician. We incorporate the theme into every aspect

like lighting, engagement points, relaxation areas, camping, memorabilia, verbiage, etc.

All pieces must work together for the theme to work”

These aspects are utilized to bring the attendees together into a community of belonging

and shared experiences. Experiences that can only be achieved and felt by attending the event

enhances the psychological aspect of communication among the attendees, as they can share an

understanding that outsiders will not recognize without attending the event. This feeling is

highlighted through photo and video memories at the event, especially if the moments are

captured in a way that cannot be achieved in everyday life because of its vastness.

In addition, with the extension of visual technologies, individuals are taking more high-

end photos and videos of themselves, so providing a high-quality atmosphere at events is

essential. Being able to solidify a positive experience and memory at an event will increase the

likelihood of continued attendance and user generated content. Incorporating expected aesthetics

that create a memory or an intensified social experience are going to increase image and video

capturing, as well as social media sharing. Through the creation of excitement in these

immersive surroundings, consumers would be encouraged to share the experience on social

media sites and elongate the positive affect associated with the experience (Saleem).

Additionally, if brands want to engage customers in co-creating content, marketers should

provide resources to facilitate a highly positive affective state (Saleem). A positive affective state

can be referred to as a positive emotional experience that brings about feelings of joy and

enthusiasm (Saleem).

The analysis of internal motivation factors is a prerequisite for effective planning,

advancement, marketing, marketing segmentation, promotion, positioning, and long-term

sustainability (Krajickova). To enhance audience’s motivation to attend the event, marketers

need to reach this positive mood state. Not only will it entice audiences to want to be a part of

the event, but it will increase content creation and sharing from the attendees. Encouraging the

positive mood state and content creation increases the likelihood that attendees will have a

heightened perceived value of the event and find that the event provides more benefits than

sacrifices. To reach this state, aesthetics and theme need to be fun-inducing and entertaining to

the attendees. In addition, the aesthetics need to create an atmosphere of socialization, novelty,

and the feeling of escape (Krajickova).

Meeting attendees on an emotional level allows them to associate positive feelings with

the events (Neves). Interactive involvement helps increase the likelihood of positive emotional

levels. Some examples would be graffiti walls, responsive flooring, augmented or virtual reality,

intricate mazes, and three-dimensional music experiences. Incorporating sight, sound, and touch

in multiple ways increases the involvement. It needs to be bold, daring, exciting, engaging,

interactive, and most of all encourage people to take to social media (Neves). According to

Tsangaris:

Hyperreality has come to significantly influence our minds and our behaviors. It is

believed that the world is going through an ultimate stage of simulations, in which

production has given its central role to the new information technologies, forming

processes of social organization that are based mainly on replication models. Virtual

reality, simulated environments and the reflection of existence in imagery spaces blur the

distinctions between real and virtual communities. (56)

The ability to highlight life experiences to the masses through these engagement opportunities is

one of the top driving forces in audience’s motivation to attend. Event spaces need to adapt to

this need in addition to the need of belonging for success.

3. Research Methodology

The methodology approach is that of qualitative research. Qualitative research focuses on

people’s beliefs, attitudes, experiences, behaviors, and interactions (Pathak). This research

focuses exactly on that. The topic interprets human behavior in relation to social media photo

and video capturing and user generated sharing during and after public and private events. The

project aims to provide understanding about what mentally motivates event attendees to actively

locate engagement opportunities and then proceed to share them digitally. In addition,

understanding this motivation helps event managers to develop photo and video opportunities

that will meet the needs of their attendees. This data aligns with real-world human conditions

which is in the qualitative research realm, and thus the avenue to be explored for the research.

This research will be analyzed through primary and secondary sources of scholarly

research articles and current notable digital sources. It is important to obtain both first-hand

experiences for this research topic as well as second-hand analyzed data. The scholarly articles

have provided the foundation to understand social media sharing, human drive, and event

engagement. However, because of the fluid environment of events structures, the reputable

websites will incorporate more up-to-date and real-time data pertinent to the research.

There have been several studies on events and social media strategies in relation to

overall marketing and user generated content. However, there is still a considerable gap

explaining the psychology behind immersive photo and video engagement opportunities to

increase the likelihood of attendee interaction with these locations. Also of note, there are few

studies directly related to the best methods to creating and marketing said locations to best meet

attendees needs. Through the analysis and information collected from the research question,

readers will gain and expand their knowledge on the exact type of engagement opportunities to

incorporate into their events, how it will play over social media, and how to connect with their

audience on a personal level.

The main topic themes seen throughout the paper will be that of social media,

psychology, belonging, motivation, selfies, events, attendees, engagement, and photo and video

capturing. These themes are interpreted through the methodology of cultural studies and

psychoanalysis. Cultural studies were used in relation to social media sharing and event

attendance and how it allows individuals in a society to oversee their own cultural “art” and

“voice” by what is empowering or important to them. Social media can be analyzed for unbiased

cultural messages of the time and moment through online posts, likes, and comments. Social

media platform varieties also allow for cultural preferences for communicating. Psychoanalysis

was used to interpret internal and cultural motivations for attending and engaging at events.

Human behaviors in relation to their conscious mind is used to understand what internal impulses

are activated to push individuals to want to attend events, and in addition, to be immersed in the

event. In addition, psychoanalysis was used in relation to active social media usage. Active

social media use is the conscious mind utilizing the platform to gather information and have

meaningful interaction with followers and other event attendees.

4. Production

The psychological motivations of event attendees to engage and share their experience is

visually comprehended through a project. Context for the project is generated from the literature

review findings of analyzed human psychological states when in attendance at events, and how

to market to those states to create a successful event. The project takes the psychological findings

and elaborates on event attendees’ drive in terms of belonging, internal motivations, selfie

culture, fear of missing out, and social media sharing to create an immersive engagement

opportunity to meet those needs.

The project is the execution of a pitch deck for a mock immersive event – the remake of

the 1904 World’s Fair for its 125

anniversary in St. Louis, MO. This event, along with the pitch

deck, are both being created for the purpose of showcasing how to create a meaningful event that

targets human psychological behavior and the outcome of their social media usage and user

generated content from the event. The pitch deck creates the event parameters in terms of

immersive aspects, explains to the audience why immersive is necessary based on the research

from the literature review, and is also a toolkit for future event marketers to base their event(s)

upon.

5. Conclusion

To conclude, it has been shown that social media and content creation is here to stay.

With the ever-evolving image capabilities on smartphones, audiences are capturing everyday

moments more than ever with ease. These images are then shared over social media with a vast

reach. Audiences are coming to expect high-quality experiences at events they attend. Not only is

it pertinent to provide these immersive opportunities, but the opportunity will only be successful

when event managers are considering the psychological drive of their audiences and what

aesthetics will meet those drives most effectively.

As seen through the qualitative research provided in this literature review, the top two

psychological aspects to focus on are the sense of belonging and internal motivations. Choosing

aesthetics and opportunities that positively play to these mental states will increase event revisits

and attendance, word-of-mouth, and content creation. Providing audiences the chance to enter a

positive mood state increases the feeling of community both in-person and virtually. In addition,

the more immersive the event, the higher the chance of the feeling of belonging and internal

motivations through the collective of multiple touch, sound, and visual opportunities.

Therefore, it can be concluded that the research question of – How has the evolution of

digital platforms advanced the need for the event industry to provide photo and video

opportunities to meet the motivations and psychological needs of their audiences in terms of

social media sharing and engagement – has been answered. Audiences are inherently social; the

evolution of social media allows audiences to surpass time and space barriers to share their event

experiences among their followers. With the array of social events happening, there has risen an

expectation of over-the-top aesthetics to document and create a memory, as well as to showcase

it over social platforms. Events can be more easily compared to one-another which can affect

visit intentions. To increase the likelihood of user generated content from events, playing to the

psychological needs to belonging and internal motivations in an immersive world will provide

the most successful results.

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