Event marketing has emerged as a predominant promotional strategy employed by marketers in recent times. The approach relies on an experiential element not only to influence the perception of the consumer but also to induce a modification in their behavior. Conversely, an effective event marketing strategy necessitates a comprehensive understanding of the ways in which consumers engage with the brand and voluntarily participate in the event. In order to address this issue, a novel framework for engagementdriven event marketing is presented in this paper. The authentic concept, image congruity between consumers, the event, and the brand, event involvement through participation and interaction, and consumer experience at the event are hypothesized to influence engagement behavior, according to the proposed model.