Significance of this study
This study will be significant to students and researchers who study and carry out research regarding
social media marketing and performing art industry. There has never been a comprehensive, industry wide-
look in academic literature about how Performing Art Centers use social media tools. This study aims to fill
the gap in the academic literature on marketing and explore the current usage of social media tools by PACs
for marketing.
In addition this study will be beneficial to marketing professionals of performing art industry informing
them about current usage of social media marketing and effectiveness of social media tools to achieve
marketing objectives. There are many examples on social media usage as a marketing tool by businesses.
However, there is small number of examples illustrating the current usage of social media tools by PACs.
The information regarding marketing practices of PACs in social media would be essential for marketing
professional for a number of reasons. First, the majority of PACs are non-profits organizations. This implies
there are limitations on budget and human resources available for marketing development. Fundraising is
also a significant part and effort of the marketing strategy. Second, concerts are short-term projects that
require selling tickets by a specific date. Perishability of performing art services defines an intensive
timeframe for the implementation of a promotional strategy. Third, the customers of PACs have a specific
interests and needs related to art industry that should be addressed by using relevant social media tools and
tactics. All of these define a specific set of objectives, tools and tactics to use while developing a social
media strategy for PACs.
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