Add to ORKGActive vs Passive Social Media Use, Attendee Engagement, and Festival Loyalty Abstract Higher intensity social media (SM) use by consumers can boost organizational reputation and engagement (Dijkmans et al., 2015). As a result, festivals are increasingly using SM as a customer relationship platform to interact with attendees to enhance engagement and build a loyal audience. Attendees’ SM use can range in degree of active versus passive utilization - from writing posts and posting pictures and comments to just following, reading, or viewing. This paper begins to explore the nature of SM interaction (active or passive) with a festival and its potential relationship(s) to attendees’ affective, cognitive, and normative engagement and loyalty. S...
In this article, we investigate the relation between customer loyalty and social media engagement. T...
Male and female consumers differ in terms of decision-making. This is also true for inexperienced an...
The use of social media for marketing purposes has already begun replacing virtually all traditional...
In the past two years [2010-2012] we have done research on the visitor experience of music festivals...
This dissertation aims to explore consumer interactions and engagement on social media platforms i...
The purpose of this study is determination of ways in which music festival organizers can target the...
The impact of social media on Tourism has been one of the main topics in tourism research. Many stud...
This study was undertaken to identify the effectiveness of Social Media and Influencer marketing an...
Since the emerging omnipresence of social media usage in Western societies, marketers have been eage...
Cultural festivals typically celebrate and reinforce a cultural identity, while becoming embedded in...
The Internet has facilitated a cost-effective mechanism to enable interactions between customers and...
Social media has become an effective engagement tool for businesses and organizations in the tourism...
Social media has been growing in importance and public consciousness over the years. The title of th...
This report aims to examine how the interaction in social media between a music festival and its vis...
This study examines Facebook ‘events’ as a medium for promoting special events to consumers. This st...
In this article, we investigate the relation between customer loyalty and social media engagement. T...
Male and female consumers differ in terms of decision-making. This is also true for inexperienced an...
The use of social media for marketing purposes has already begun replacing virtually all traditional...
In the past two years [2010-2012] we have done research on the visitor experience of music festivals...
This dissertation aims to explore consumer interactions and engagement on social media platforms i...
The purpose of this study is determination of ways in which music festival organizers can target the...
The impact of social media on Tourism has been one of the main topics in tourism research. Many stud...
This study was undertaken to identify the effectiveness of Social Media and Influencer marketing an...
Since the emerging omnipresence of social media usage in Western societies, marketers have been eage...
Cultural festivals typically celebrate and reinforce a cultural identity, while becoming embedded in...
The Internet has facilitated a cost-effective mechanism to enable interactions between customers and...
Social media has become an effective engagement tool for businesses and organizations in the tourism...
Social media has been growing in importance and public consciousness over the years. The title of th...
This report aims to examine how the interaction in social media between a music festival and its vis...
This study examines Facebook ‘events’ as a medium for promoting special events to consumers. This st...
In this article, we investigate the relation between customer loyalty and social media engagement. T...
Male and female consumers differ in terms of decision-making. This is also true for inexperienced an...
The use of social media for marketing purposes has already begun replacing virtually all traditional...