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The impact of digital communication on promoting an event: defining personas and strategies
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Orientador(es)
Resumo(s)
Music festivals are significant drivers of cultural tourism and economic
growth, drawing increasing attention due to their social and
cultural impact. In this digital age, the internet and social media
have transformed festival promotion, particularly among millennials
and generation Z. As the festival landscape becomes more
competitive, maintaining attendee loyalty has become vital for festival
managers and investors. Tailored communication based on
defining consumer segments is an effective approach for festivals
success. Namely two axes of segmentation have proven to be relevant
in communication process: one – based on loyalty (reflected
in previous participation and duration of presence at the festival);
and second – based on generation’s peculiarities. Therefore, this
study aims to identify effective communication channels for engaging
these different segments of festival attendees. It analyzes
attendee profiles, satisfaction levels, and loyalty across various generational
groups and segmentation profiles. Social media emerges
as a dominant channel, especially for Generation Z, highlighting
the need for tailored marketing strategies. Findings provide practical
insights for festival organizers, enabling them to select the most
effective marketing channels for diverse audience segments. The
research also suggests the importance of understanding Generation
Y’s preferences and exploring alternative communication channels
and social networks. By aligning marketing efforts with attendee
preferences, organizers can enhance satisfaction, foster loyalty, and
ensure the continued success of music festivals in our evolving
cultural landscape.
Descrição
Palavras-chave
Communication Segmentation Festival North festival Strategy
Contexto Educativo
Citação
Vieira, Elvira; Borges, Ana Pinto; Ostapenko, Svitlana (2023). The impact of digital communication on promoting an event: defining personas and strategies. In ICICM '23: Proceedings of the 2023 13th International Conference on Information Communication and Management. New York: ACM, p. 52-58. ISBN 9798400708114
Editora
Association for Computing Machinery