Exploring the motivations for people ages 18-30 attending music festivals and the role of social media in the decision making process.
Cardiff Metropolitan University
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This research project will explore the motivations of people between the ages of 18-30 attending music festivals and the influence social media has on an individual’s decision to attend an event or not. The findings of this search are based on two focus groups that have been conducted with participant’s who are between the ages of 18-30 and have attended at least one music festival, in addition to being active social media users. The questions asked were related to the literature explored earlier on in the project, to ensure the responses were relevant to the study and the data collected could be compared to previous research – in order to recognise relationships between theory and the current data collection. Thematic analysis was used to analyse the data collected in order to identify key themes that emerged from the discussion within the focus groups. Participant quotes were used throughout the discussion to support the findings. The research project found that there are a number of factors that motivate an individual to attend a music festival. The main motivating factors were identified as socialisation, experience, entertainment and seeking. The stages of a potential attendee’s decision making process were discussed and the findings were consistent with the literature, and the use of social media throughout the process influences customers in varying ways. Offering both event organisers and customers a platform to promote content and share experiences. Based on the findings obtained in this study, the researcher was able to make recommendations to areas that could be explored further, in order to continue the rate of attendance at music festivals in the future.
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A CRITICAL EXPLORATION OF THE ROLE AND IMPACT OF SOCIAL MEDIA ON CONSUMERS’ PERCEPTIONS OF/AND THEIR MOTIVES TO ATTEND A MUSIC FESTIVAL Kislingbury, Anna (Cardiff Metropolitan University, 2015)The purpose of this dissertation was to critically explore the role and impacts of social media in shaping public perceptions of music festivals and motivating individuals to attend specific festivals. Through secondary ...
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