User engagement in festival virtual brand communities: The Cases of Sonar And Primavera Sound (Barcelona)

作     者：Garay Tamajon, Lluis Morales Perez, Soledad 

作者机构：Univ Oberta Catalunya Econ & Business Studies Dept Barcelona Spain Univ Oberta Catalunya NOUTUR Res Grp Barcelona Spain Univ Oberta Catalunya Masters Degree Sustainable Tourism & ICTs Barcelona Spain 

出 版 物：《JOURNAL OF HOSPITALITY & TOURISM RESEARCH》 (接待服务与旅游研究杂志)

年 卷 期：2020年第44卷第2期

页      面：300-327页

核心收录：

学科分类：0821[工学-纺织科学与工程] 1202[管理学-工商管理] 08[工学] 082104[工学-服装设计与工程] 

主　　题：brand engagement virtual brand communities festival branding social capital placemaking 

摘      要：Resource branding has become a cocreated process carried out within virtual brand communities (VBCs), which boost the social connectivity of users and contribute to placemaking. However, due to the very nature of VBCs, branding strategies rely on user engagement to succeed. The present study has performed a multidimensional and mixed-method analysis of almost 4,000 entries in the Facebook and Twitter VBCs of two renowned European music festivals, Sonar and Primavera Sound (Barcelona), to show the benefits of understanding the different components that comprise festival engagement and the relationships between them. Results show the importance of considering different festival brands and their main VBCs to develop a strategy based on the structure of each VBC user as well as the most prominent dimensions of user engagement and the inherent relationships between them. In addition, the consideration of ongoing engagement is a potential research pathway for exploring brand engagement beyond mere attendance.