A CRITICAL EXPLORATION OF THE ROLE AND IMPACT OF SOCIAL MEDIA ON CONSUMERS’ PERCEPTIONS OF/AND THEIR MOTIVES TO ATTEND A MUSIC FESTIVAL

Abstract

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 research, it has been demonstrated that the majority of organisations are now using some form of social media platform’s to advertise and promote their festivals, build customer relationships and increase awareness. It was important to consider both the benefits and the drawbacks of social media as an advertising/promotional tool, in whether it is effective or not. The findings from primary research in the form of interviews and questionnaires reflect on how social media platforms have changed our society and how they have influenced consumers and their behaviour towards attending a music festival. The majority of participants agreed that social media is a motivator to attend a music festival and is a beneficial form of advertising. The research found that social media is a multifaceted tool that is used to advertise and promote, and also improves numerous aspects of an events operations regarding attracting consumers. Recommendations were given based on the primary and secondary research gathered, to ensure organisations use social media to the best of their ability when motivating potential customers to attend certain festivals