The role of multi-sensory marketing at music festivals and its implications on social media
Widle, Aissa Renee
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This research explores the effects of multi-sensory marketing-- specifically the consumer experience at music festivals (Coachella Music and Arts Festival and South by Southwest) on consumer behavior. Further, the research uncovers online consumer behaviors with various social media platforms as related to experiential events. The study examines that attendees exposed to a multi sensory experience react to a brands four business outcomes of increased: awareness, engagement, purchase intention and consumption explained in part by involvement of the five human senses. A theoretical background on the current use of multi-sensory marketing was accessed, while primary insight included in-depth interviews with industry professionals as well as a comprehensive online survey of attendees. Business implications are for managers to understand the financial return on marketing investments into branded, sensory interactions at music festivals. Managers are advised to examine how sensory marketing at festivals correlates to consumer recall or actual purchase, as a way to raise the market rate for event sponsors.