The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content

Detalhes bibliográficos
Autor(a) principal: Meira, Marina Pace
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/163672
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of contentConsumer BehaviorCustomer JourneySocial MediaUser-Generated ContentBrand-Generated ContentMusic FestivalSurveySDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis thesis examines the impact of social media on consumer behavior in the context of music festivals, with specific attention to Twitter and Facebook. Through a systematic quantitative survey, the study analyzes how user-generated content (UGC) and brand-generated content (BGC) on these platforms influence consumer decisions and festival experiences. Findings suggest that both UGC and BGC significantly shape consumer behavior, with UGC having a more substantial effect on future festival choices and BGC affecting long-term brand perceptions and loyalty. The research employs statistical analyses, such as Chi-square and Friedman tests, to understand content engagement in different festival phases and the influence of peer networks on decision-making. Literature on consumer behavior and the customer journey in the digital era is reviewed, reinforcing the importance of touchpoints along the pre-purchase, purchase, and post-purchase stages. The study also discusses the synergistic role of UGC and BGC in content marketing and the evolution of the customer journey via social media interactions. Case studies from prominent music festivals demonstrate how these insights apply practically, highlighting the essential role of social media in extending the festival experience and enriching brand identity. The study concludes by stressing the need for balanced digital content strategies that leverage the distinctive impacts of UGC and BGC, shaping consumer attitudes and fostering lasting engagement in the dynamic landscape of music festivals.Dalmoro, MarlonRUNMeira, Marina Pace2024-02-16T15:48:32Z2024-01-292024-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/163672TID:203518608enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:48:18Zoai:run.unl.pt:10362/163672Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:48.999113Repositório 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 The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content
title The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content
spellingShingle The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content
Meira, Marina Pace
Consumer Behavior
Customer Journey
Social Media
User-Generated Content
Brand-Generated Content
Music Festival
Survey
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content
title_full The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content
title_fullStr The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content
title_full_unstemmed The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content
title_sort The impact of social media on music festival Consumption: An exploration of the consumer journey and the influence of content
author Meira, Marina Pace
author_facet Meira, Marina Pace
author_role author
dc.contributor.none.fl_str_mv Dalmoro, Marlon
RUN
dc.contributor.author.fl_str_mv Meira, Marina Pace
dc.subject.por.fl_str_mv Consumer Behavior
Customer Journey
Social Media
User-Generated Content
Brand-Generated Content
Music Festival
Survey
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Consumer Behavior
Customer Journey
Social Media
User-Generated Content
Brand-Generated Content
Music Festival
Survey
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-02-16T15:48:32Z
2024-01-29
2024-01-29T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/163672
TID:203518608
url http://hdl.handle.net/10362/163672
identifier_str_mv TID:203518608
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv 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
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