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The impact of digital communication on promoting an event: defining personas and strategies

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dc.contributor.authorVieira, Elvira Pacheco
dc.contributor.authorBorges, Ana Pinto
dc.contributor.authorOstapenko, Svitlana
dc.date.accessioned2024-10-08T10:27:00Z
dc.date.available2024-10-08T10:27:00Z
dc.date.issued2023
dc.description.abstractMusic 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.pt_PT
dc.description.sponsorshipThe authors are grateful to the Foundation for Science and Technology (FCT, Portugal) for financial support by national funds FCT/MCTES to UNIAG (UIDB/04752/2020 and UIDP/04752/2020).pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationVieira, 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 9798400708114pt_PT
dc.identifier.doi10.1145/3640429.3640436pt_PT
dc.identifier.isbn9798400708114
dc.identifier.urihttp://hdl.handle.net/10198/30359
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherAssociation for Computing Machinerypt_PT
dc.relationApplied Management Research Unit
dc.relationApplied Management Research Unit
dc.subjectCommunicationpt_PT
dc.subjectSegmentationpt_PT
dc.subjectFestivalpt_PT
dc.subjectNorth festivalpt_PT
dc.subjectStrategypt_PT
dc.titleThe impact of digital communication on promoting an event: defining personas and strategiespt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.awardTitleApplied Management Research Unit
oaire.awardTitleApplied Management Research Unit
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04752%2F2020/PT
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F04752%2F2020/PT
oaire.citation.endPage58pt_PT
oaire.citation.startPage52pt_PT
oaire.citation.titleICICM '23: Proceedings of the 2023 13th International Conference on Information Communication and Managementpt_PT
oaire.fundingStream6817 - DCRRNI ID
oaire.fundingStream6817 - DCRRNI ID
person.familyNameVieira
person.givenNameElvira
person.identifierA-5395-2010
person.identifier.ciencia-idB913-0565-0908
person.identifier.orcid0000-0002-9296-3896
person.identifier.scopus-author-id180827-009829
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication20a7a09b-08b2-4e43-8195-d3eb94852f13
relation.isAuthorOfPublication.latestForDiscovery20a7a09b-08b2-4e43-8195-d3eb94852f13
relation.isProjectOfPublicationdb81737a-fcb8-4cd9-b025-f7465790c52b
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