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Musikfestivaler i sociala medier: En empirisk studie om hur digitala interaktioner påverkar besökares uppfattningar om musikfestivaler i Sverige.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This report aims to examine how the interaction in social media between a music festival and its visitors can affect the view of the festival. This is done by exploring a limited number of music festivals that are put in context within the experience economy and industry that they appear. Also by examining how the music festivals have to brand themselves through social media. The problem area concerns how dynamic the digital environment is, and therefor needs to be updated within the Swedish festival market. This is analyzed by using a theory called experience marketing, or brand marketing, via a survey. The purpose of the survey is to answer the questions; how does the interaction in social media between the festival and its visitors affect the view of the festival, how does it affect their will to revisit and how does it affect their will to recommend it to others. The result shows that 41 respondents have interacted with the music festival they attended in social media, Facebook and Instagram in first hand. 11 respondents have not interacted at all. Concerning the first group majority claims the interaction has affected their view of the festival in a positive way. They also claim the interaction haven’t affected their will to revisit or recommend it at all. A comparison between the two groups shows that the ones who did interact with the festival in social media also have a more positive view of the festival than the ones who didn’t. The conclusion is that the second group is too small for this comparison to be statistically reliable, and that the survey doesn’t tell if the interaction is crucial for the positive view. Despite this, the result shows the huge relevance of this report since 41 out of 52 respondents had an interaction in social media. Also it shows the importance for Swedish music festivals to create positive brand experiences online and where they should be doing it.

Place, publisher, year, edition, pages
2016. , 40 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, Musikfestivaler, sociala medier, digital interaktion, varumärkesupplevelse, kundpåverkan, upplevelseproduktion
URN: urn:nbn:se:ltu:diva-49176Local ID: 68e8ae16-85f6-4807-b259-47ee5ae787d7OAI: diva2:1022522
Subject / course
Student thesis, at least 15 credits
Educational program
Professional Experience Production, bachelor's level
Validerat; 20160622 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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