Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/633 |
Resumo: | In this paper, we segment the festival audience considering the loyalty and the participation intensity, and each group was characterized considering the main motivations, global satisfaction and the key communication channels to promote the event. We study the unique and authentic NOS Primavera Sound Festival that occurs in the city of Porto. To answer our research questions, we analysed two editions (2018 and 2019) that contemplate 2156 valid responses and subsequently applied non-parametric tests. We intend to contribute to the literature through the presentation of a clear audience segmentation and also the diverse potential communication channels across the different groups. This information is extremely useful not only for the festival organizers, but also for other stakeholders, namely marketers, policy makers, sponsors, sector professionals, researchers, among others.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n19.5-35 |
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Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case StudyCultural Events, Music Festival Audience Segmentation, Marketing Communication, NOS Primavera Sounds.In this paper, we segment the festival audience considering the loyalty and the participation intensity, and each group was characterized considering the main motivations, global satisfaction and the key communication channels to promote the event. We study the unique and authentic NOS Primavera Sound Festival that occurs in the city of Porto. To answer our research questions, we analysed two editions (2018 and 2019) that contemplate 2156 valid responses and subsequently applied non-parametric tests. We intend to contribute to the literature through the presentation of a clear audience segmentation and also the diverse potential communication channels across the different groups. This information is extremely useful not only for the festival organizers, but also for other stakeholders, namely marketers, policy makers, sponsors, sector professionals, researchers, among others.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n19.5-35ISVOUGA - Instituto Superior de Entre Douro e Vouga2022-12-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/633International Journal of Marketing, Communication and New Media; Vol 10, No 19 (2022)2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/633http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/633/325http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/369http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/370http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/371http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/372http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/373http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/374Copyright (c) 2022 António Lopes de Almeida, Elvira Vieira, Ana Pinto Borgesinfo:eu-repo/semantics/openAccessLopes de Almeida, AntónioVieira, ElviraBorges, Ana Pinto2023-01-06T10:49:44Zoai:u3isjournal.isvouga.pt:article/633Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:29:31.659017Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study |
title |
Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study |
spellingShingle |
Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study Lopes de Almeida, António Cultural Events, Music Festival Audience Segmentation, Marketing Communication, NOS Primavera Sounds. |
title_short |
Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study |
title_full |
Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study |
title_fullStr |
Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study |
title_full_unstemmed |
Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study |
title_sort |
Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study |
author |
Lopes de Almeida, António |
author_facet |
Lopes de Almeida, António Vieira, Elvira Borges, Ana Pinto |
author_role |
author |
author2 |
Vieira, Elvira Borges, Ana Pinto |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Lopes de Almeida, António Vieira, Elvira Borges, Ana Pinto |
dc.subject.por.fl_str_mv |
Cultural Events, Music Festival Audience Segmentation, Marketing Communication, NOS Primavera Sounds. |
topic |
Cultural Events, Music Festival Audience Segmentation, Marketing Communication, NOS Primavera Sounds. |
description |
In this paper, we segment the festival audience considering the loyalty and the participation intensity, and each group was characterized considering the main motivations, global satisfaction and the key communication channels to promote the event. We study the unique and authentic NOS Primavera Sound Festival that occurs in the city of Porto. To answer our research questions, we analysed two editions (2018 and 2019) that contemplate 2156 valid responses and subsequently applied non-parametric tests. We intend to contribute to the literature through the presentation of a clear audience segmentation and also the diverse potential communication channels across the different groups. This information is extremely useful not only for the festival organizers, but also for other stakeholders, namely marketers, policy makers, sponsors, sector professionals, researchers, among others.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n19.5-35 |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-12-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/633 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/633 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/633 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/633/325 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/369 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/370 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/371 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/372 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/373 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/633/374 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 António Lopes de Almeida, Elvira Vieira, Ana Pinto Borges info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 António Lopes de Almeida, Elvira Vieira, Ana Pinto Borges |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; Vol 10, No 19 (2022) 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799130752954138624 |