Social Media Marketing: A catalyst for nightclub attendance.
Citation
(2015) Social Media Marketing: A catalyst for nightclub attendance., no. 127.
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.