Social Media Cocreation Strategies: The 3Cs

Szilvia Gyimóthy, Mia Larson

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

13 Citationer (Scopus)

Resumé

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.
OriginalsprogEngelsk
TidsskriftEvent Management
Vol/bind19
Udgave nummer3
Sider (fra-til)331-348
Antal sider17
ISSN1525-9951
DOI
StatusUdgivet - 2015

Citer dette

Gyimóthy, Szilvia ; Larson, Mia . / Social Media Cocreation Strategies : The 3Cs. I: Event Management. 2015 ; Bind 19, Nr. 3. s. 331-348.
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Social Media Cocreation Strategies : The 3Cs. / Gyimóthy, Szilvia; Larson, Mia .

I: Event Management, Bind 19, Nr. 3, 2015, s. 331-348.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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