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://hdl.handle.net/20.500.11960/3345 |
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. |
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Segmentation and the key communication channels to promote a music festival: the NOS Primavera Sound case studyCultural eventsMusic festival audience segmentationMarketing communicationNOS Primavera SoundsIn 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.2023-06-01T17:17:18Z2022-01-01T00:00:00Z20222023-01-02T10:56:05Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/20.500.11960/3345eng2182-930610.54663/2182-9306.2022.v10.n19.5-35Almeida, António Lopes deVieira, ElviraBorges, Ana Pintoinfo: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:RCAAP2023-06-08T06:45:33Zoai:repositorio.ipvc.pt:20.500.11960/3345Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:59:59.600194Repositório 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 Almeida, António Lopes de 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 |
Almeida, António Lopes de |
author_facet |
Almeida, António Lopes de Vieira, Elvira Borges, Ana Pinto |
author_role |
author |
author2 |
Vieira, Elvira Borges, Ana Pinto |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Almeida, António Lopes de 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. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-01-01T00:00:00Z 2022 2023-06-01T17:17:18Z 2023-01-02T10:56:05Z |
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://hdl.handle.net/20.500.11960/3345 |
url |
http://hdl.handle.net/20.500.11960/3345 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2182-9306 10.54663/2182-9306.2022.v10.n19.5-35 |
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 |
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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) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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