According to empirical studies, two thirds of the people worldwide who surf the Internet use Web 2.0 applications (i.e. social media such as YouTube, Facebook or Twitter). The rate of growth is especially impressive in Germany, where the reluctance to publish personal information has traditionally been greater than in other countries. Accordingly, more and more German cultural suppliers seek to explore the possibilities of Web 2.0 and social media for their marketing objectives. In times of a general information overflow, declining credibility of traditional communication tools and a continued shortage of resources in the cultural sector, the fact that these web‐based applications can facilitate viral marketing and stimulate word‐of‐mouth is of special interest to arts institutions. However, until now, arts marketing has seen hardly any research on this topic. Therefore, the objective of this paper was to analyse the opportunities and limitations of Web 2.0 and social media for the viral marketing of arts institutions, especially with regard to their impact on quality and/or behavioural uncertainty on the part of visitors. The task setting will be carried out under consideration of the economics of information approach and explorative data. Copyright © 2012 John Wiley & Sons, Ltd.
This article reports the results of a systematic review of the current state of research on arts, cultural, and creative entrepreneurship. By means of a systematic database search, 50 scientific articles from peer-reviewed journals were identified and analyzed with regard to the interpretation of the terms and the primary objects and focal areas of current research. In conclusion, it can be stated that to date there is no consensual understanding of the terms. While some authors differentiate between entrepreneurs and other players in the cultural and creative industries, the majority of researchers makes no such distinction. Moreover, the specific objects of current research mainly fall into the two categories "groups of persons" and "sub-segments of the cultural and creative industries." And, finally, while there exists some considerable research on entrepreneurship in the music industry by now, less attention was paid to other sub-sectors of the cultural and creative industries. Hausmann and HeinzeEntrepreneurship in the Cultural and Creative Industries _____________________________________________________________________________________________________________________ _____________________________________________________________________________________________________________________ Artivate 5 (2) 8 scientific publications on arts, cultural, and creative entrepreneurship and analyze them with special regard to the interpretation of the respective term, the primary objects and focal areas of research in the following. The paper will be rounded off by a discussion of our findings, the main limitations of the study, and implications for future research. Methodology and DataTo answer the aforementioned research question, a database search by means of the Journal Articles Database (JADE) and the EBSCOhost® online reference system was conducted in March 2016. As a first step, the relevant databases were searched for the occurrence of the keywords "arts entrepreneurship," "arts entrepreneurs," "creative entrepreneurship," "creative entrepreneurs," "cultural entrepreneurship," "cultural entrepreneurs," and "culturepreneurs." In a second step, and in order to filter our search results three selection criteria were subsequently applied. First, our search results were limited to those articles using the keywords within title, abstract, and/or keywords. This was based on the idea that for a literature review that aims to clarify the terms "arts," "cultural," and "creative" entrepreneurship the articles examined should also include and discuss the respective terms. Second, to ensure the academic quality of the papers, only full-length papers from peer-reviewed journals were taken into consideration. Research notes, literature review studies, book reviews, and editor prefaces were excluded. Third, we also excluded papers when their overall quality was not strong enough. Once identified, each paper was carefully reviewed by both authors in order to determine its inclusion. Data collection was conducted thrice, and all sets...
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 recommendations can be given much more quickly, effectively and in greater detail. However, up to now not much has been researched on electronic word of mouth (eWOM) in a performing arts marketing context. The purpose of this paper is to provide some first exploratory insights into this research area. Design/methodology/approach – To do so, a literature review is conducted to clarify the concept of eWOM and the relevance of recommendations in the performing arts. Then, parts of the results of an online survey on Facebook with 16 German theaters and their fans will be presented. Finally, the implications of the study results for theater marketing are considered and ideas for future research are discussed. Findings – The study results confirm that recommendations have a high relevance for theatergoers and are very relevant in a social media context. They also show that the trustworthiness of eWOM on social media depends on the familiarity between the message sender and receiver. However, the results are limited with regard to the research design. Therefore, this paper concludes with ideas for further research. Originality/value – All in all, though the study’s focus is narrow, this paper fills a research gap in the performing arts. In doing so, the understanding of the phenomenon and its importance for arts marketing will be enhanced.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.