Users' Engagement and Drivers in Music Festivals' Virtual Communities. A methodological proposal to understand the Case of Sonar, Primavera Sound and BAM Festivals in Barcelona

Authors

  • Lluis Garay Business and Economics Department. Universitat Oberta de Catalunya
  • Soledad Morales Business and Economics Department. Universitat Oberta de Catalunya

Keywords:

Festivals’ Virtual Communities, User Engagement, User Drivers, Contents, Networks

Abstract

Festival branding is undergoing a revolution based on the consolidation of the leading role of user conversations in virtual communities. This research note analyses the creation of the image of some of Barcelona's most prominent festivals (Primavera Sound, Sonar and BAM) via their two most important virtual communities (Twitter and Primavera Sound), at different time periods (before, during and after the event but also during the rest of the year). A stakeholder analysis was also undertaken to observe the main drivers of this process. The research note puts forward several theoretical, methodological and practical considerations. 

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Published

2018-02-05

How to Cite

Garay, L. and Morales, S. (2018) “Users’ Engagement and Drivers in Music Festivals’ Virtual Communities. A methodological proposal to understand the Case of Sonar, Primavera Sound and BAM Festivals in Barcelona”, e-Review of Tourism Research. Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/129 (Accessed: 28 September 2022).