A critical investigation into the effectiveness of social media as a customer engagement tool for attendees of regional and community festivals: case study of Herefordshire and Worcestershire
Cardiff Metropolitan University
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With social media becoming a large influence into modern day society. The research is about investigating the impact social media has on fans engaging online. The researcher will measure the effectiveness it has towards the businesses of community events in terms of digital marketing. As well as the effect fans and followers have from engaging with them online has towards the business. The researcher wanted to produce a case study towards their local region to view the use of engagement on events she knows well. Various amounts of literature found a gap within engaging online towards community events, in particular the region of Herefordshire and Worcestershire. A mixed method research plan was chosen to study this topic. A survey produced quantitative data to understand the use of social media and the thought and emotions towards community events. A form of ethnography was used throughout the research to produce qualitative data to understand the type of engagement and tools used from three different events in the selected area. These events ranged in receiving fan engagement online, making it easier to compare differences and similarities between them. The aims and objectives were analysed in association with the findings from the research. Different techniques used from marketers shown to have a large impact towards their followers, as well as the content of the post. This helped the researcher to understand what intrigued people to engage online. Providing helpful tips towards future businesses.
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