Event marketing on social media : the importance of user engagement on social media for Kaustinen Folk Music Festival
Gasparoni, Cecile (2020)
Gasparoni, Cecile
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060116054
https://urn.fi/URN:NBN:fi:amk-2020060116054
Tiivistelmä
Liking. Commenting. Sharing. The world of Social Media has become a hotspot for event marketers. In today’s world customers are the ones who decide which brands succeed, and which don’t. Event marketers need to find ways to connect and engage with their customers to turn potential customers into buying customers and buying customers into returning customers. The aim of this research is to investigate marketing strategies that help the case company Kaustinen Folk Music Festival to engage more with its customer base on social media. The theoretical framework helps to understand who event consumers are and what social media means for event marketing. A mixed Research Method in the form of an online survey was used to explore the case company’s social media follower base behavior on social media.
The conducted survey used mainly quantitative multiple-choice questions that focused on receiving statistics of age groups, social media routines, opinions about newsletters, vlogs, or music playlists. Open-ended questions completed the survey to gain a deeper understanding of the followers’ wants and needs that concern the festival. The research found out, that different age groups behave differently on Social Media. Age groups of >45 tend to prefer Facebook whereas the younger generation from 18-34 tends to be more active on Instagram. These findings play a key role when deciding on future marketing strategies that engage different target groups in the most efficient way.
The gained knowledge from the theoretical framework and the mixed research methods have the common goal of finding recommendations for future actions on Kaustinen Folk Music Festival’s social media accounts. The result of this research offers a variety of practical suggestions, such as ideas for Social Media Content, blog articles, music playlists, and competitions that help to improve the case company’s Social Media Return on Investment. User Engagement on Social Media build finite resources to be used to continually improve a business’ profitability.
The conducted survey used mainly quantitative multiple-choice questions that focused on receiving statistics of age groups, social media routines, opinions about newsletters, vlogs, or music playlists. Open-ended questions completed the survey to gain a deeper understanding of the followers’ wants and needs that concern the festival. The research found out, that different age groups behave differently on Social Media. Age groups of >45 tend to prefer Facebook whereas the younger generation from 18-34 tends to be more active on Instagram. These findings play a key role when deciding on future marketing strategies that engage different target groups in the most efficient way.
The gained knowledge from the theoretical framework and the mixed research methods have the common goal of finding recommendations for future actions on Kaustinen Folk Music Festival’s social media accounts. The result of this research offers a variety of practical suggestions, such as ideas for Social Media Content, blog articles, music playlists, and competitions that help to improve the case company’s Social Media Return on Investment. User Engagement on Social Media build finite resources to be used to continually improve a business’ profitability.