Abstract
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.
Original language | English |
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Journal | Event Management |
Volume | 19 |
Issue number | 3 |
Pages (from-to) | 331-348 |
Number of pages | 17 |
ISSN | 1525-9951 |
DOIs | |
Publication status | Published - 2015 |