User Engagement in Festival Virtual Brand Communities: The Cases of Sónar and Primavera Sound (Barcelona)

Autor:	Lluís Garay Tamajón, Soledad Morales Pérez
Rok vydání:	2020
Předmět:	geography geography.geographical_feature_category business.industry Advertising Customer relationship management Placemaking Sonar Education Brand engagement Resource (project management) Tourism Leisure and Hospitality Management Social media Sociology business Sound (geography) Social capital
Zdroj:	Journal of Hospitality & Tourism Research. 44:300-327
ISSN:	1557-7554 1096-3480
Popis:	Resource branding has become a cocreated process carried out within virtual brand communities (VBCs), which boost the social connectivity of users and contribute to placemaking. However, due to the very nature of VBCs, branding strategies rely on user engagement to succeed. The present study has performed a multidimensional and mixed-method analysis of almost 4,000 entries in the Facebook and Twitter VBCs of two renowned European music festivals, Sónar and Primavera Sound (Barcelona), to show the benefits of understanding the different components that comprise festival engagement and the relationships between them. Results show the importance of considering different festival brands and their main VBCs to develop a strategy based on the structure of each VBC user as well as the most prominent dimensions of user engagement and the inherent relationships between them. In addition, the consideration of “ongoing” engagement is a potential research pathway for exploring brand engagement beyond mere attendance.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1acd5a0bbe4f2b2c75bd1b754b614cf3 https://doi.org/10.1177/1096348019897990 Zobrazit plný text záznamu