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dc.contributor.authorGaray Tamajón, Lluís-
dc.contributor.authorMorales Pérez, Soledad-
dc.contributor.otherUniversitat Oberta de Catalunya (UOC)-
dc.identifier.citationGaray, L. & Morales, S. (2020). Decomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebook. Tourist Studies, 20(1), 96-119. doi: 10.1177/1468797619873109en
dc.description.abstractFestival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBCs), above all, channelled through social media platforms. Although the literature on festivals has analysed engagement in VBCs, this study provides an in-depth observation of the profiles of festival VBCs users, how they modulate engagement attributes and behaviours and how these relate to their engagement focus, highlighting festival branding while also considering other main focuses (i.e. social capital creation and place-making). Thus, this article aims to characterize these elements in festivals' VBCs through a multidimensional analysis of nearly 2150 entries in the Twitter and Facebook VBCs of one of the most prominent music festivals in Europe, Sónar (Barcelona). Moreover, it does so through a longitudinal observation covering a whole year, showing the relevance of ongoing communication to festival success. The results show the benefits (for organizers as well as other users) of understanding these elements and their mutual relationships.en
dc.publisherTourist Studies-
dc.relation.ispartofTourist Studies, 2020, 20(1)-
dc.rights(c) Author/s & (c) Journal-
dc.subjectfestival brandingen
dc.subjectsocial capitalen
dc.subjectvirtual brand communitiesen
dc.subjectimatge del festivalca
dc.subjectimagen del festivales
dc.subjectlloc de realitzacióca
dc.subjectlugar de realizaciónes
dc.subjectcapital socialca
dc.subjectcapital sociales
dc.subjectcomunitats de marca virtualsca
dc.subjectcomunidades de marca virtualses
dc.subject.lcshMusic festivalsen
dc.titleDecomposing and relating user engagement in festivals' virtual brand communities: An analysis of Sónar's Twitter and Facebooken
dc.subject.lemacFestivals de músicaca
dc.subject.lcshesFestivales de músicaes
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