This paper explores the marketing strategies used within Stockholm's performing arts sector, with a focus on attracting and retaining audiences aged 16-29 through the utilization of social media marketing. The study employs a mixed-method approach, incorporating both quantitative and qualitative analyses. The quantitative aspect involves a survey conducted among youths aged 16-29, aimed at understanding their interests, preferences, and behaviors regarding performing arts consumption and social media engagement. Meanwhile, the qualitative component consists of interviews with key stakeholders from the largest performing arts venues in Stockholm, providing insights into current marketing practices, challenges, and potential strategies for audience engagement. The findings contribute with development strategies in the performing arts sector, particularly in the context of the growing digital environment and adapting to changing consumer preferences. The findings indicate that the barriers derived from other literature match what is experienced by the participants surveyed, and the perceived impact does match what the interviews tell us. By combining key themes and findings of the paper, advice is given to offer recommendations for performing arts organizations in Stockholm to enhance their marketing efforts and create a stronger connection with the younger demographic.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64312 |
| Date | January 2024 |
| Creators | Hammarström, Filippa, Kling, Nathalie |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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