An exploratory study looking at the relationship marketing techniques used in the music festival industry

Creating a stir: the role of word of mouth in reputation management in the context of festivals

“…The employment of innovative marketing approaches is not limited to the time immediately preceding the event but is also "needed to maintain connections with consumers throughout the year" (Kerr & May, 2011, p. 451). Hausmann (2012b) and Kerr and May (2011) point out the importance of face-to-face interaction with audiences during the festival and Web-based contact with audiences before and after the event (see also O'Sullivan, 2010). Social media plays an important role in this respect by enabling audiences to share information about their festival experience with peers and to act as commentators on public Web-based platforms (Yeoman, 2013).…”

“…Therefore, as Hausmann (2012b,) suggests, the role of attendees is evolving from that of passive consumers to that of active (co-)producers, or 'prosumers', particularly in the context of creative productions (see White et al, 2009;Kerr & May, 2011;Chaney, 2012;Getz, 2012;Yeoman et al, 2015). However, although this role transformation enables a stronger degree of participation, it also involves an element of uncertainty as consumers are afforded a more active role in the production process.…”

Practitioner Sensemaking of Event Marketing Managerial Practice: a Socio-Phenomenological and Hermeneutic Study

“…A small number of event marketing managerial studies exist that examine notions of marketing including marketing status (Mayfield & Crompton, 1995); relationship marketing (Kerr & May, 2011); experiential marketing (E. ; Integrated Marketing Communications (Hede & Kellett, 2011), but with no reference to how practitioners understand marketing as a management process in professional practice. These studies are analysed in detail in the next section of the review.…”

“…Jackson, Jarman, Theodoraki, Hall, & Ali-Knight, 2014;Crespi-Vallbona & Richards, 2007;Duran, Hamarat, & Özkul, 2014;Getz et al, 2010;Getz, Andersson, & Larson, 2006;N. Jackson, 2013;Karlsen & Stenbacka Nordström, 2009;Kerr & May, 2011;Larson, 2002Larson, , 2004Larson, , 2009Larson, , 2011Mossberg & Getz, 2006;Presenza & Iocca, 2012;Rasche & Esser, 2006;Reid, 2004;Robertson, Rogers, & Leask, 2009;Spiropoulos, Gargalianos, & Sotiriadou, 2005;Tkaczynski, 2013;Tkaczynski & Rundle-Thiele, 2011;Tkaczynski, Rundle-Thiele, & Beaumont, 2009;Todd, 2010;Turkulainen, Aaltonen, & Lohikoski, 2015;J. Wilson, Arshed, Shaw, & Pret, 2016).…”

“…Relationship marketing for events features in a variety of event and festival management literature but closer examination reveals a level of contradiction and context. Detailed investigation of this topic that examines two exploratory studies canvassing professional [35] opinion on relationship marketing techniques used in the music festival industry (Collin-Lachaud & Duyck, 2002;Kerr & May, 2011) is provided towards the end of this chapter.…”