Thesis
Social media & Philadelphia performing arts organizations
Master of Science (M.S.), Drexel University
Dec 2021
DOI:
https://doi.org/10.17918/00000929
Abstract
The purpose of this study is to understand the ways in which performing arts organizations utilize social media as a marketing tool to further audience growth and audience engagement. This study explores information provided by performing arts organizations located in Philadelphia, Pennsylvania, United States through interviews with staff members who manage the organizations' social media accounts. This study also utilizes information gathered via survey of Philadelphia performing arts audiences. The intention of gathering interview and survey data was to gain insight into the significance of social media and how important the utilization of social media is for performing arts organizations. My research findings include how social media is used by these organizations beyond marketing and how social media has kept their online audiences engaged and informed on the latest happenings. Social media marketing proved to be important but not as much as just being social with audience members.
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Details
- Title
- Social media & Philadelphia performing arts organizations
- Creators
- Elizabeth Anne Sloan
- Contributors
- Salina Almanzar (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- viii, 59 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991016054028804721