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How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?

Author

Listed:
  • Luyi Qiu

    (Department of International Trade and Economics, Ningbo Polytechnic, Ningbo 315800, China
    Business School, Universiti Kuala Lumpur (UniKL), Kuala Lumpur 50250, Malaysia)

  • Aro I

    (Faculty of Arts and Social Sciences, University of Surrey, Guildford GU2 7XH, UK)

  • Timothy J. Lee

    (Faculty of Hospitality and Tourism Management, Macau University of Science and Technology (MUST), Macao 999078, China
    Griffith Institute for Tourism (GIFT), Griffith University, Nathan, QLD 4111, Australia)

  • Jinok Susanna Kim

    (Department of Airline Service, Sehan University, Dangjin 31746, Korea)

Abstract

This research aims to investigate the possibilities of event visitors being persuaded to purchase tickets by music festival advertising on social media. Music festival and social media in general were chosen to be analyzed in two major areas: advertising formats and persuasion. Moreover, general perception towards music festival advertising on social media and the relationship between social media advertising with tactics were examined. The main objective of this research was to investigate the relationship between the use of social media advertising and the purchase of music festival tickets. To investigate the analysis of how consumers perceived music festival advertising on social media and the possibilities of being persuaded to purchase the festival ticket, a quantitative offline questionnaire method was adopted and applied. It was identified that general perception toward music festival advertising on social media is positive. Furthermore, it was found that being persuaded by social media advertisement to purchase music festival ticket is positive as well. The findings of this study concluded that consumers might be persuaded to purchase the music festival ticket although different conditions were applied to the social media advertising.

Suggested Citation

  • Luyi Qiu & Aro I & Timothy J. Lee & Jinok Susanna Kim, 2021. "How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:17:p:9710-:d:625068
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    References listed on IDEAS

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