The Consumer Decision Journey & Social Media Use at Festivals (12/16)

This article highlights the four stages of the new consumer decision journey – “consider,” “evaluate,” “buy” and “enjoy, advocate and bond” as it relates to music festivals. The research dives into Bonnaroo (Tennessee, USA), Latitude (UK), and Lollapalooza (Chicago) festivals, how the festivals each amplify and encourage social media activity before and during the festivals and what users typically share about on Twitter. Social media makes the “evaluate” and “advocate” stages of the consumer decision journey more relevant. By encouraging festival-goers to share on social media, the festivals themselves are getting more information about their target audience, are able to retarget festival attendees throughout the year.

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