Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study

Detalhes bibliográficos
Autor(a) principal: Lopes de Almeida, António
Data de Publicação: 2022
Outros Autores: Vieira, Elvira, Borges, Ana Pinto
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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spelling 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
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dc.language.iso.fl_str_mv eng
language eng
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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)
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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