How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?

Luyi Qiu,Jinok Susanna Kim,Timothy J Lee,Aro I

doi:10.3390/su13179710

Abstract

This research aims to investigate the possibilities of event visitors being persuaded to purchase tickets by music festival advertising on social media. Music festival and social media in general were chosen to be analyzed in two major areas: advertising formats and persuasion. Moreover, general perception towards music festival advertising on social media and the relationship between social media advertising with tactics were examined. The main objective of this research was to investigate the relationship between the use of social media advertising and the purchase of music festival tickets. To investigate the analysis of how consumers perceived music festival advertising on social media and the possibilities of being persuaded to purchase the festival ticket, a quantitative offline questionnaire method was adopted and applied. It was identified that general perception toward music festival advertising on social media is positive. Furthermore, it was found that being persuaded by social media advertisement to purchase music festival ticket is positive as well. The findings of this study concluded that consumers might be persuaded to purchase the music festival ticket although different conditions were applied to the social media advertising.

Highlights

Festivals or special events have been regarded as one of the fastest developing industries within the tourism industry [1]
This research aims to investigate the degree of persuasion by social media advertising of a music festival and there is no limitation of specific groups of participants
The purpose of this study is to examine how social media advertising can persuade customers to buy music festival tickets

Summary

Introduction

Festivals or special events have been regarded as one of the fastest developing industries within the tourism industry [1]. Festivals have considerably contributed to bringing people together enhancing the general quality of life for festival goers [2]. Music festivals are growing recognition for improving a region’s image and appeal, developing recreational possibilities, contributing to local economies and enhancing local culture and pride [3]. Digital marketing has supported organizations to extend into new markets, offer new services and interact with consumers in new ways in which contend on a more equal footing with larger businesses [5]. New web technology has developed a simpler way for anyone to create their own content [6] and marketers and advertisers have taken advantage of that to reimburse successful content creators a great amount of money to embed their messages into their social media content [7]

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Conclusion