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Customer experience in the pre-purchase phase of music festivals in the Netherlands : how is it affected by social media?

Meijer, H.J. (2020) Customer experience in the pre-purchase phase of music festivals in the Netherlands : how is it affected by social media?

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Abstract:The digitalization has made organizations able to be more in touch with their customers via digital channels. The organizations can easily and frequently share information with interest groups via social media channels such as Facebook and Instagram. The aim of this research is to investigate the influence of social media usage by Dutch music festivals on the customer experience of their visitors in the pre-purchase phase. As the Dutch music festivals currently have the option to share more customized content with specific target groups, it is expected to have a positive influence on the customer experience of their visitors. An online survey is spread among respondents who had visited a Dutch music festival in the (recent) past in order to identify relationships between social media usage and customer experience. Research turned out that there are actually multiple positive relationships between these concepts. Visitors feel more connected to a Dutch music festival when this festival uses social media. Moreover, it appeared that the social media usage of these festivals even led to more ticket sales on the short-term and customer loyalty on the long-term because of an increased customer experience.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/81709
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