Social Media Marketing: A catalyst for nightclub attendance.

Abstract

This dissertation explores the extent to which social media marketing drives and retains attendance at club nights in Edinburgh. Social media platforms that have the greatest influence on the target demographic are identified. The effectiveness of social media marketing is explored further to: examine the influence it has over different pricing structures; explore the influence user-generated feedback has on consumer decision making; and be contrasted against word-of-mouth (WOM) marketing techniques. A mixed-methods approach was adopted; quantitative online questionnaires and qualitative face-to-face interviews were conducted in order to collect the primary data. A sample of 74 respondents, aged between 16-30 were asked to complete 33 questions online. The 4 participants selected for the interview process were chosen due to their knowledge of Edinburgh's nightclub industry, providing a range of socio-economic and education backgrounds, and representing competing brands. Analysis of the findings suggested at present social media has little influence over the acceptability of a variety of pricing structures at club nights within Edinburgh. Further analysis also began to suggest that although club promoters had difficulty determining the unique selling proposition of club nights, it could be argued that the value offered by attending club nights is the social element, co-created by the attendees. In support of the literature, this research suggests social media has enabled consumers to increasingly co-create value, alongside the organisation.