A Relationship Framework: Understanding the Impact of Relationship Marketing Philosophy on Social Media Use and Audience Engagement among Performing Arts Non Profits
Kolsch, Lindsay M.
Savannah, Ga. : Savannah College of Art and Design
Thesis (M.A.) -- Arts Administration
Savannah College of Art and Design -- Department of Arts Administration
Includes bibliographical references (p.125-129).
With more than 875 million people on Facebook and a majority of arts organizations in the US utilizing some form of social media, there is still a shocking absence of research on the subject within the arts administration discipline. The purpose of this research is to inform performing arts administrators in Brevard County, Florida, about how marketing philosophy impacts its use of social media. Testing the popular proposition found in marketing and social media literature that a relationship marketing philosophy is most compatible with social media platforms, the researcher asks: How does a relationship marketing philosophy impact an organization’s use of social media and the level of audience engagement?
CHAIR: Corporandy, Sarah
PDF : 135 p. : ill