Segmentation and the key communication channels to promote a music festival: the NOS Primavera Sound case study

Detalhes bibliográficos
Autor(a) principal: Almeida, António Lopes de
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://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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spelling 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
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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
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eu_rights_str_mv openAccess
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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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