Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook

Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBCs), above all, channelled through social media platforms. Although the literature on festivals has analysed engagement in VBCs, this study provides an in-depth obs...

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Authors: Garay, Lluis, Morales-Pérez, Soledad
Format: article
Status:Versión aceptada para publicación
Publication Date:2019
Country:España
Institution:Universitat Oberta de Catalunya (UOC)
Repository:O2, repositorio institucional de la UOC
OAI Identifier:oai:openaccess.uoc.edu:10609/112886
Online Access:https://hdl.handle.net/10609/112886
Access Level:Open access
Keyword:engagement
festival branding
place-making
social capital
virtual brand communities
participació
imatge del festival
lloc de realització
capital social
comunitats de marca virtuals
participación
imagen del festival
lugar de realización
comunidades de marca virtuals
Music festivals
Festivals de música
Festivales de música
id ES_d4ed6d13db32479bdfd324ca8b22196f
oai_identifier_str oai:openaccess.uoc.edu:10609/112886
network_acronym_str ES
network_name_str España
repository_id_str
spelling Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and FacebookGaray, LluisMorales-Pérez, Soledadengagementfestival brandingplace-makingsocial capitalvirtual brand communitiesparticipacióimatge del festivallloc de realitzaciócapital socialcomunitats de marca virtualsparticipaciónimagen del festivallugar de realizacióncapital socialcomunidades de marca virtualsMusic festivalsFestivals de músicaFestivales de músicaFestival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBCs), above all, channelled through social media platforms. Although the literature on festivals has analysed engagement in VBCs, this study provides an in-depth observation of the profiles of festival VBCs users, how they modulate engagement attributes and behaviours and how these relate to their engagement focus, highlighting festival branding while also considering other main focuses (i.e. social capital creation and place-making). Thus, this article aims to characterize these elements in festivals' VBCs through a multidimensional analysis of nearly 2150 entries in the Twitter and Facebook VBCs of one of the most prominent music festivals in Europe, Sónar (Barcelona). Moreover, it does so through a longitudinal observation covering a whole year, showing the relevance of ongoing communication to festival success. The results show the benefits (for organizers as well as other users) of understanding these elements and their mutual relationships.Tourist StudiesUniversitat Oberta de Catalunya (UOC)202020202019info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfapplication/pdfhttps://hdl.handle.net/10609/112886reponame:O2, repositorio institucional de la UOCinstname:Universitat Oberta de Catalunya (UOC)InglésTourist Studies, 2020, 20(1)https://doi.org/10.1177/1468797619873109(c) Author/s & (c) Journalinfo:eu-repo/semantics/openAccessoai:openaccess.uoc.edu:10609/1128862026-05-28T12:42:01Z
dc.title.none.fl_str_mv Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook
title Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook
spellingShingle Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook
Garay, Lluis
engagement
festival branding
place-making
social capital
virtual brand communities
participació
imatge del festival
lloc de realització
capital social
comunitats de marca virtuals
participación
imagen del festival
lugar de realización
capital social
comunidades de marca virtuals
Music festivals
Festivals de música
Festivales de música
title_short Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook
title_full Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook
title_fullStr Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook
title_full_unstemmed Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook
title_sort Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook
dc.creator.none.fl_str_mv Garay, Lluis
Morales-Pérez, Soledad
author Garay, Lluis
author_facet Garay, Lluis
Morales-Pérez, Soledad
author_role author
author2 Morales-Pérez, Soledad
author2_role author
dc.contributor.none.fl_str_mv Universitat Oberta de Catalunya (UOC)
dc.subject.none.fl_str_mv engagement
festival branding
place-making
social capital
virtual brand communities
participació
imatge del festival
lloc de realització
capital social
comunitats de marca virtuals
participación
imagen del festival
lugar de realización
capital social
comunidades de marca virtuals
Music festivals
Festivals de música
Festivales de música
topic engagement
festival branding
place-making
social capital
virtual brand communities
participació
imatge del festival
lloc de realització
capital social
comunitats de marca virtuals
participación
imagen del festival
lugar de realización
capital social
comunidades de marca virtuals
Music festivals
Festivals de música
Festivales de música
description Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBCs), above all, channelled through social media platforms. Although the literature on festivals has analysed engagement in VBCs, this study provides an in-depth observation of the profiles of festival VBCs users, how they modulate engagement attributes and behaviours and how these relate to their engagement focus, highlighting festival branding while also considering other main focuses (i.e. social capital creation and place-making). Thus, this article aims to characterize these elements in festivals' VBCs through a multidimensional analysis of nearly 2150 entries in the Twitter and Facebook VBCs of one of the most prominent music festivals in Europe, Sónar (Barcelona). Moreover, it does so through a longitudinal observation covering a whole year, showing the relevance of ongoing communication to festival success. The results show the benefits (for organizers as well as other users) of understanding these elements and their mutual relationships.
publishDate 2019
dc.date.none.fl_str_mv 2019
2020
2020
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/10609/112886
url https://hdl.handle.net/10609/112886
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Tourist Studies, 2020, 20(1)
https://doi.org/10.1177/1468797619873109
dc.rights.none.fl_str_mv (c) Author/s & (c) Journal
info:eu-repo/semantics/openAccess
rights_invalid_str_mv (c) Author/s & (c) Journal
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Tourist Studies
publisher.none.fl_str_mv Tourist Studies
dc.source.none.fl_str_mv reponame:O2, repositorio institucional de la UOC
instname:Universitat Oberta de Catalunya (UOC)
instname_str Universitat Oberta de Catalunya (UOC)
reponame_str O2, repositorio institucional de la UOC
collection O2, repositorio institucional de la UOC
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869420589091913728
score 15,300724

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