...Fan Wu Purpose This paper investigates the profile and digital engagement behaviours of Chinese performing arts audiences during the COVID-19 lockdown, assessing the potential impact of digitalized theatre on future international outreach. Design/methodology/approach Employing a triangulation...

...Fan Wu Purpose This research investigates the audience and their motivations for participating in Chinese theatre productions in the UK, aiming to guide future audience targeting and engagement strategies for unfamiliar cultural productions and ultimately improve the current imbalanced global...

...Xi Chen; Mingda Zhao Purpose With the rise of new generations of audiences, the marketing environment of theaters has undergone significant changes. The study investigates how transmedia storytelling, fan economy and social media marketing influence new audiences’ curiosity and drive...

...Tekena Mark Purpose Arts practitioners have looked for ways to engage their audiences and sustain their interests and patronage of theatre shows amidst the coronavirus pandemic that kept patrons at home. This has led to digital engagement with audience members via social media. This research paper...

...Stephanie E. Pitts; Karen Burland Purpose This article seeks to understand how audience members at a live jazz event react to one another, to the listening venue, and to the performance. It considers the extent to which being an audience member is a social experience, as well as a personal...