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Digital festival engagement: On the interplay between festivals, place brands, and social media
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Media, Management and Transformation Centre (MMTC). Stockholm School of Economics, Stockholm, Sweden.ORCID-id: 0000-0002-2874-017x
Stockholm Business School, Stockholm University, Stockholm, Sweden.
2018 (engelsk)Inngår i: Event Management, ISSN 1525-9951, E-ISSN 1943-4308, Vol. 22, nr 4, s. 527-540Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

This article aims to explore the digitization of festival engagement due to the emergence of social media and the associated consequences this development brings for festivals and place brands. This is done by drawing on a study of eight festivals that took place in Sweden during the summer of 2015. In total, a material of 77,034 user-generated contents published in social media were collected and analyzed. The presented results illustrate that the studied festivals enjoy considerable levels of digital engagement and that this also generates engagement for the associated places in which the festivals take place. In view of these findings, this article presents the concepts of digital festival engagement and digital place-brand engagement to explain the interplay that takes place between festivals and place brands in social media. By doing so, this article contributes to extant literature within the field of event management by depicting how the digitization of festival engagement adds increased complexity as engagement manifests both physically and digitally, which in turn gives rise to several conceptual and managerial challenges in regards to the management of consumer engagement. 

sted, utgiver, år, opplag, sider
Cognizant Communication Corporation, 2018. Vol. 22, nr 4, s. 527-540
Emneord [en]
Digital festival engagement, Digital place-brand engagement, Engagement, Festivals, Place brands, Social media
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-41508DOI: 10.3727/152599518X15300559276930Scopus ID: 2-s2.0-85052192509OAI: oai:DiVA.org:hj-41508DiVA, id: diva2:1249534
Tilgjengelig fra: 2018-09-19 Laget: 2018-09-19 Sist oppdatert: 2018-09-19bibliografisk kontrollert

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