Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/115786
Title: Users' engagement and drivers in music festivals' virtual communities. A methodological proposal to understand the Case of Sonar, Primavera Sound and BAM Festivals in Barcelona
Author: Garay, Lluis  
Morales Pérez, Soledad
Universitat Oberta de Catalunya (UOC)
Citation: Garay, L. & Morales, S. (2018). Users' engagement and drivers in music festivals' virtual communities. A methodological proposal to understand the Case of Sonar, Primavera Sound and BAM Festivals in Barcelona. e-Review of Tourism Research, 9(), 1-5.
Abstract: Festival branding is undergoing a revolution based on the consolidation of the leading role of user conversations in virtual communities. This research note analyses the creation of the image of some of Barcelona's most prominent festivals (Primavera Sound, Sonar and BAM) via their two most important virtual communities (Twitter and Primavera Sound), at different time periods (before, during and after the event but also during the rest of the year). A stakeholder analysis was also undertaken to observe the main drivers of this process. The research note puts forward several theoretical, methodological and practical considerations.
Keywords: festivals' virtual communities
user engagement
user drivers
contents
networks
Type: info:eu-repo/semantics/conferenceObject
Issue Date: 5-Feb-2018
Appears in Collections:Conference lectures

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