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The Role of Digital Marketing in the Process of Musical Events’ Participation

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Information Systems and Technologies (WorldCIST 2023)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 802))

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Abstract

This paper intends to study the importance of digital marketing to attract participants to musical events. We use the case of NOS Primavera Sound, and we analysed the 2022 edition, which contemplated 1126 valid responses. To reach our objective we ran a logit model and verified that the sociodemographic characteristics present a different impact on digital marketing tools (when compared to other means of communication). The results of this study established that participants can be influenced to participate in the music festival through various digital marketing tools while being sensitive to the two characteristics themselves.

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Acknowledgment

This work is supported by the Fundação para a Ciência e Tecnologia (FCT) under the project number UIDB/04752/2020.

Author information

Authors and Affiliations

  1. IPVC- Polytechnic Institute of Viana do Castelo and UNIAG - Applied Management Research Unit and ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Porto, Portugal

    Elvira Vieira

  2. IPVC- Polytechnic Institute of Viana do Castelo and UNIAG - Applied Management Research Unit, Porto, Portugal

    Manuel Fonseca

  3. ISAG – European Business School and Research Center in Business Sciences and Tourism, (CICET-FCVC) and Center for Research in Organizations, Markets and Industrial Management (COMEGI), Porto, Portugal

    Ana Pinto Borges

  4. ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Porto, Portugal

    Bruno Miguel Vieira

Authors
  1. Elvira Vieira
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  2. Manuel Fonseca
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  3. Ana Pinto Borges
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  4. Bruno Miguel Vieira
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Corresponding author

Correspondence to Elvira Vieira .

Editor information

Editors and Affiliations

  1. ISEG, Universidade de Lisboa, Lisbon, Cávado, Portugal

    Alvaro Rocha

  2. College of Engineering, The Ohio State University, Columbus, OH, USA

    Hojjat Adeli

  3. Institute of Data Science and Digital Technologies, Vilnius University, Vilnius, Lithuania

    Gintautas Dzemyda

  4. DCT, Universidade Portucalense, Porto, Portugal

    Fernando Moreira

  5. TeCIP Institute, Scuola Superiore Sant’Anna, Pisa, Italy

    Valentina Colla

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Vieira, E., Fonseca, M., Borges, A., Vieira, B. (2024). The Role of Digital Marketing in the Process of Musical Events’ Participation. In: Rocha, A., Adeli, H., Dzemyda, G., Moreira, F., Colla, V. (eds) Information Systems and Technologies. WorldCIST 2023. Lecture Notes in Networks and Systems, vol 802. Springer, Cham. https://doi.org/10.1007/978-3-031-45651-0_12

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