COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
A Relationship Framework: Understanding the Impact of Relationship Marketing Philosophy on Social Media Use and Audience Engagement among Performing Arts Non Profits
Creator:
Kolsch, Lindsay M.
Subject:
Thesis (M.A.) -- Arts Administration
Subject:
Savannah College of Art and Design -- Department of Arts Administration
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
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?
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?
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2012-05
Format:
PDF : 135 p. : ill