Social Media Cocreation Strategies: The 3Cs

This paper explores how social media becomes a part of integrated marketing communications of festival organizations. The purpose of this paper is to conceptualize the co-creation of festival experiences online by comparing managerial strategies and communicative patterns of three large Scandinavian music festivals: Storsjöyran, Way Out West (Sweden) and Roskilde Festival (Denmark). The theoretical point of departure is taken in the literature on consumer-producer co-creation, originating from recent conceptualisatons of the service-dominant logic and a tribal perspective on consumption. Based on the empirical findings, we propose an analytical framework to improve our understanding of the management of social media communications, offering three distinct value co-creation strategies in a festival context.