Abstract
To what degree do participating and nonparticipating brands enjoy engagement of social media users in the setting of multibrand events? Based on empirical material comprising 4,424 user-generaied coment publislied before, during, and after Fashion Week Stockholm in February 2016, tliis article illusirates how thesiudied muliibrand event boih concenuated engagemeni for panicipaiing brands and created spillover engagemeni io oiher, nonpanicipating brands. Therefore, these findings ques-tion wheiher individuai brands benefit from being officiai panicipants in muliibrand events. This article contribuies to the field of event management by illustrating ine dynamic interplay between engagement created in social media and multibrand events, while also highlighiing associaied concepirai and managerial implications.