| effectiveness on the scale from 1 (not effective at all) to 5 (very effective)
Increased number of sold tickets
Increased brand awareness
Reduced overall cost of marketing
Attracting visitors from other geographic locations
Attracting visitors of competitors who are not representing online
New partnerships with other art organizations
New partnerships with donation organizations
Expanded market of potential performers
Bigger and stronger fans communities
Other (please specify)
Obviously, using social media marketing may lead to various results and bring the company a set of
benefits with different level of success. The question 10 indicates what results had been gained through
social media marketing. Rating from 1 (not effective at all) to 5 (very effective) illustrates how successful the
companies were in achieving these results. It was assumed that these benefits are the most likely to attain via
social media tools by PACs. This data helps the PACs to estimate the potential benefits of viral marketing
based on experience of the respondents.
Question 11: Please assess the effectiveness of the options in the attempt to engage fans in
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