Marketing the Performing Arts: Efficacy of Web 2.0 Social Networks

Authors

  • Linda Jane Coleman Salem State University
  • Anurag Jain Salem State University
  • Nisreen Bahnan Salem State University
  • Douglas Chene Salem State University

DOI:

https://doi.org/10.33423/jmdc.v13i1.679

Keywords:

Business, Marketing, Competitiveness, Economic

Abstract

Social media platforms such as Twitter and Facebook have grown rapidly with the widespread adoption of Web 2.0 applications (Hausmann, 2012b). Increasingly, non-traditional communication tools are being sought to engage with stakeholders. Given the prevalence of social media adoption, researchers examine whether this approach is a more relevant and useful one to promoting the performing arts. There is minimal research on this concept. This paper explores the utility of social media for performing arts organizations to reach and engage potential audience members. The results of a case study of the effectiveness of viral marketing using Web2.0 social media for a small performing arts organization is presented.

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Published

2019-03-03

How to Cite

Coleman, L. J., Jain, A., Bahnan, N., & Chene, D. (2019). Marketing the Performing Arts: Efficacy of Web 2.0 Social Networks. Journal of Marketing Development and Competitiveness, 13(1). https://doi.org/10.33423/jmdc.v13i1.679

Issue

Section

Articles