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Medientyp:
E-Artikel
Titel:
Social Media Cocreation Strategies: The 3Cs
Beteiligte:
Gyimóthy, Szilvia;
Larson, Mia
Erschienen:
Cognizant, LLC, 2015
Erschienen in:
Event Management, 19 (2015) 3, Seite 331-348
Sprache:
Englisch
DOI:
10.3727/152599515x14386220874760
ISSN:
1525-9951
Entstehung:
Anmerkungen:
Beschreibung:
<jats:p>This article explores how social media becomes a part of integrated marketing communications of festival organizations. The purpose of this article is to conceptualize the cocreation of festival experiences online by comparing managerial strategies and communicative patterns of three
large Scandinavian music festivals: Storsjöyran, Way Out West (Sweden), and Roskilde Festival (Denmark). The theoretical point of departure is taken in the literature on consumer–producer cocreation, originating from recent conceptualizations of the service-dominant logic and a
tribal perspective on consumption. Based on the empirical findings, we propose an analytical framework to improve our understanding of the management of social media communications, offering three distinct value cocreation strategies in a festival context.</jats:p>