Social media marketing in performing art centers

TABLE OF CONTENT 

1.

 

Chapter I: Introduction……………………………………………………………………………………. 6 

1.1

 

Introduction to the study……………………………………………………………………………………6 

1.2

 

Problem statement, objectives and background of the study……………………………………………...7 

2.

 

Chapter II: Literature review……………………………………………………………………………...12 

2.1 Introduction……………………………………………………………………………………………….12 

2.2 A shift from traditional marketing to the social media marketing in PACs………………………………12 

2.3 Advantages of social media marketing………………………………………………………………….18 

2.4 Why PACs use social media marketing…………………………………………………………………..20 

2.5 Social media marketing usage by the Performing Arts Centers………………………………………….23  

3. Chapter III: Methodology…………………………………………………………………………………..32 

3.1 Sample development……………………………………………………………………………………...32 

3.2 Administrating the survey………………………………………………………………………………...32 

3.3 Questions development…………………………………………………………………………………...32 

4. Chapter IV: Data analysis and findings……………………………………………………………………42 

4.1 Social media tools usage………………………………………………………………………………….42 

4.2 Assessment of effectiveness of social media tools used to achieve stated objectives…………………....43 

4.2.1 Promotion services of the open concert venues using social media tools……………………………...43 

4.2.2

 

Increasing web traffic using social media tools………………………………………………………..44 

4.2.3

 

Increasing brand awareness using social media tools………………………………………………….46 

4.2.4

 

Building relationships using social media tools………………………………………………………..47 

4.2.5

 

Fund raising using social media tools………………………………………………………………….48 

4.2.6

 

Learning interests/values/preferences/brand perception using social media tool…………………….49 

4.3

 

The importance of each social media tool with respect to the marketing effort……………………....50 

4.4

 

Benefits attained from social media presence of the open concert venues……………………………51 

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4.5

 

Engaging fans in conversations and stimulating word of mouth using various social media tactics….52 

4.6

 

Music-related websites for social media marketing……………………………………………………..53 

4.7

 

Identifying brand advocates and tactics to initiate word-of-mouth referrals…………………………...54 

4.8

 

Expenditures on and revenue from social media marketing in PACS……………………………….....56 

4.9

 

Methods and tactics to promote upcoming events………………………………………………………56 

4.10

 

Social media marketing free venues……………………………………………………………………..57 

5. Chapter 5: Conclusions and recommendations…………………………………………………………....58 

5.1 Conclusion…………………………………………………………………………………………….......58 

5.2 Limitations of the study…………………………………………………………………………………...62 

5.3 Recommendations………………………………………………………………………………………...62 

5.3.1Major recommendations……………………………………………………..…………………………..62 

References………………………………………………………………………………………………….....67 

Appendix 1……………………………………………………………………………………………………73 

Appendix 2……………………………………………………………………………………………………74 

Appendix 3……………………………………………………………………………………………………80 

Appendix 4……………………………………………………………………………………………………81 

 

 

 

 

 

 

 

 

 

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