... Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Social media Branding Arts Communication Events Nonprofit This study aims to build on the suggestion made by Wilks (2013) that, as part of a communications strategy, it is important for an arts organisation...

... the value creation process at work here. Practical implications – A range of performers in different cultural areas might consider the potential of this approach as a means to contribute to sustainable touring goals. Originality/value – Much of the literature available for event managers focuses...