...Linda Ryan Bengtsson; Jessica Edlom Purpose This article examines the ways in which the popular music industry markets artists through integrated transmedia marketing campaigns. These campaigns unfold across multiple media and create multiple pathways for audience engagement, particularly fan...

...Ben Walmsley Purpose The purpose of this paper is to demonstrate how researchers in the field of arts marketing are gradually abandoning the traditional marketing concept in order to respond to established and emerging modes of audience engagement. Design/methodology/approach The study...

... that the strategy of presenting all critique has the potential to deepen audience engagement and value. Originality/value – Previous research on critical reviews has focused on traditional media and the importance of the professional critic. This paper is the first to examine strategies for coping...