Why do people trust strangers on the internet more than event marketers?

Why will someone spend thousands to attend a conference they've never experienced, wait overnight for concert tickets, or travel across the world to join a community they've only followed online?

The answer has less to do with marketing than most of us think.

In this interactive discussion by Joel Resnik, CRO of Gather Voices, we will explore how trust, authenticity, and influential voices shape attendee decisions and what event organizers can learn from fandoms, communities, and the people attendees trust most.