ABSTRACT
This study aims to conceptualize the notion of event technology by examining past and current trends in the event technology industry. Based on social representation and agenda-setting theories, this study analyzed approximately 390,000 posts related to event technology on Twitter and Instagram. For an in-depth examination, the authors performed multilateral big data analytics: descriptive, comparative, sentiment, and content analysis. The results revealed that product life cycles are clearly discernible in the event technology industry and that the COVID-19 pandemic has provided an opportunity for rejuvenation. The findings also suggest that event technology is the dominant terminology over meeting technology and Twitter is the preferred platform for discussing event technology-related agenda. This study examines the previously unvisited topic of technology usage in the MICE industry and provides academic and practical implications to prepare for the upcoming MICE 5.0 era.