...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...

.../methodology/approach The authors surveyed 809 college students about various advertisement topics of traditional media/print, Internet, social media, and both print and online reviews. Findings For advertising, outdoor billboards and YouTube video were each positively associated with watching a new movie...

... of Rock in Rio, the authors demonstrate that the discourses and strategies involving the festival are contradictory, which reflects on disputes about the meanings of festivals on social media. A diverse set of controversy was found, such as discussions about the artists' authenticity as well as arguments...

... valuable evidence that even in today’s social media-rich world, people, sounds, sights and material objects in physical space still have a vital role to play in the communication of values. This paper tests and refines the classic signal transmission model of the communication process, first proposed...

...Andrea Hausmann; Lorenz Poellmann Purpose – Word of mouth (WOM) plays an important role for the decision process of customers. This is especially interesting for service-dominant organizations like theaters where quality is more difficult to evaluate. In times of social media, third party...