|dc.description||BA (Honours) Events Management||en_US
|dc.description.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
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||en_US
|dc.publisher||Cardiff Metropolitan University||en_US
|dc.subject||Impact of social media||en_US
|dc.subject||Motives to attend a Music Festival||en_US
|dc.title||A CRITICAL EXPLORATION OF THE ROLE AND IMPACT OF SOCIAL MEDIA ON CONSUMERS’ PERCEPTIONS OF/AND THEIR MOTIVES TO ATTEND A MUSIC FESTIVAL||en_US