The aim of this research paper is to examine why concert promoters sometimes advertise sold‐out live music shows when nobody can buy tickets any longer.
Abstract
Purpose
The aim of this research paper is to examine why concert promoters sometimes advertise sold‐out live music shows when nobody can buy tickets any longer.
Design/methodology/approach
Durkheim's theory of religion as a thrilling social activity is used to hypothesize that the advertising of sold‐out events reminds audiences that star performers are popular and therefore helps to generate the “buzz” around them. Interviews with a series of promoters from the USA, UK and Canada revealed, however, that they see more immediate and mundane reasons for advertising sold‐out shows, including building the artist's career profile and training consumers to buy next time round.
Findings
It was found that promoters could also organize the sales and advertising process to bring sold‐out events into being. While their explanations diverged from a Durkheimian schema, the results of their actions did not. In effect they serendipitously did cultural work to further the Durkheimian process without being consciously concerned by it as an explanation of motives.
Originality/value
This paper suggests that the Durkheimian model illuminates a point of connection between commerce and affect in the reception of star performances. Further research on live music using the model as a hypothesis may therefore be useful.
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Aleksandra Stojanovska, Roslyn Kerr and Greg Ryan
Drawing on a larger study of coaches, parents, and children involved in nonelite sport in New Zealand, this chapter examines Jay Coakley's (2021) concept of the “Great Sport Myth”…
Abstract
Drawing on a larger study of coaches, parents, and children involved in nonelite sport in New Zealand, this chapter examines Jay Coakley's (2021) concept of the “Great Sport Myth” (GSM), whereby a strong belief in the innate purity and goodness of sport produces a reluctance to criticize it. This chapter emphasizes the developmental outcomes that parents and children believe are gained through sport and demonstrates the ways that parents relinquish control to coaches and reinforce the dominance of the coach as the decision-maker through their belief in the strength of the GSM. These findings are significant, given the large number of abuse cases that have come to light in sport in recent decades where the absence of parental intervention is marked. Not only are children socialized by their time in sport, but so too are parents, who are taught that they are “good” parents if they trust the work of the coach. The findings are also at odds with a prevailing neoliberal emphasis on individualization, especially in education policy and practice, where parents are more likely to intervene to assert the individualized needs of their children. This study is unique in addressing the relatively neglected experiences of those who play at the competitive, but not serious or elite, end of sport.
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This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South…
Abstract
Purpose
This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South Africa. The study also considers the impact of a number of additional factors such as usage (access, length of usage, log-on frequency, log-on duration and profile update incidence) and demographic (gender, age and population group) variables on young consumers’ attitudes toward social media marketing communications.
Design/methodology/approach
A survey was used via three self-administered questionnaires, which were distributed to over 13,000 learners in the age range of 13-18 years (Generation Z cohort) at colleges and high schools in South Africa. A generalized linear model was used for statistical data analysis.
Findings
The study ascertained that social media marketing communications had a positive on each attitude component among adolescents, but on a declining scale, which correlates to the purchase funnel. The results also revealed that teenagers who used social media for long time periods; updated their profiles frequently and were from the Colored and Black population groups, displayed the most favorable attitudinal responses to social media marketing communications.
Research limitations/implications
Social media was collectively analyzed and did not consider the number of different social media types, which could be examined individually. This investigation only considered the Generation Z cohort, but other cohorts to attitudes toward social media marketing communications could also be assessed.
Practical implications
Companies and their brands should consider using and/or adapting their strategies based on the declining impact of social media marketing communications on the hierarchical attitude stages among young consumers and the divergent influence on usage and demographic variables when targeting the lucrative and technologically advanced, but capricious, Generation Z consumers.
Originality/value
This research established that social media marketing communications had a favorable influence on cognitive, affective and behavioral attitude components among young consumers, but on a declining scale, which is in congruence with the purchase funnel model. This investigation also makes an important contribution to attitudinal research in developing countries, where there is a lack of research in social media marketing communications.
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The purpose of this study is to examine how Taylor Swift’s music influences language acquisition, gender representation, emotional well-being and cultural awareness among Thai…
Abstract
Purpose
The purpose of this study is to examine how Taylor Swift’s music influences language acquisition, gender representation, emotional well-being and cultural awareness among Thai university students within the context of lifelong learning. By exploring these dimensions, the study aims to uncover the transformative potential of integrating popular culture, particularly music, into lifelong learning frameworks, thereby offering insights into the role of music in fostering continuous education, cultural sensitivity and personal growth.
Design/methodology/approach
This qualitative study employed semi-structured interviews and focus group discussions to explore the impact of Taylor Swift’s music on language acquisition, gender representation, emotional well-being and cultural awareness within the context of lifelong learning. Around 32 university students from six prominent universities in Thailand participated in the study. Thematic analysis was used to identify and interpret the recurring themes related to how Taylor Swift’s music influences these aspects of lifelong learning, providing an in-depth understanding of her music’s role in educational and personal development.
Findings
The study found that Taylor Swift’s music significantly impacts language acquisition by providing an immersive and engaging learning environment. Her music also challenges traditional gender norms, promoting self-expression and empowerment. Additionally, the emotional resonance of her songs contributes to students' emotional well-being, offering solace and encouragement. Furthermore, her advocacy for diversity and inclusivity enhances cultural awareness, fostering empathy and cross-cultural understanding. Overall, Taylor Swift’s music serves as a powerful tool for promoting lifelong learning, cultural awareness and emotional resilience among university students.
Research limitations/implications
This study primarily focused on Thai university students, which may limit the generalizability of the findings to other cultural contexts. Future research could explore the impact of Taylor Swift’s music on a broader demographic, including different age groups and cultural backgrounds. Additionally, a longitudinal approach could provide deeper insights into how sustained engagement with music influences lifelong learning and personal development over time. The findings underscore the need for further exploration of popular culture’s role in education and its potential to enhance learning outcomes across diverse contexts.
Practical implications
The findings suggest that integrating popular music, like Taylor Swift’s, into educational curricula can enhance language learning, promote cultural awareness and support emotional well-being. Educators are encouraged to incorporate music-based activities into their teaching strategies to create a more engaging and relatable learning environment. Furthermore, the study highlights the importance of using music as a tool for challenging traditional gender norms and fostering inclusivity, suggesting that educational programs should leverage popular culture to promote social empowerment and personal growth among students.
Social implications
The study demonstrates that Taylor Swift’s music plays a significant role in promoting social empowerment, gender equality and cultural sensitivity among university students. By challenging traditional norms and advocating for inclusivity, her music encourages listeners to embrace diversity and engage in lifelong learning. The findings suggest that popular culture, particularly music, can be a powerful force for social change, fostering a more inclusive and empathetic society. This underscores the potential of music to contribute to broader social objectives, including gender equality, cultural awareness and emotional resilience.
Originality/value
This study is unique in its comprehensive examination of Taylor Swift’s music as a tool for lifelong learning among university students in Thailand. While previous research has explored music’s role in language acquisition or emotional well-being, this study integrates multiple dimensions – language learning, gender representation, emotional well-being and cultural awareness – within the context of lifelong learning. By focusing on a global pop icon’s influence in a non-Western setting, the research provides valuable insights into the transformative potential of popular culture in education, offering educators innovative strategies to engage students through music.
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TO operate effectively in his environment a man should seek to appreciate the sources which created it. There are few better ways for the work study man, or others concerned with…
Abstract
TO operate effectively in his environment a man should seek to appreciate the sources which created it. There are few better ways for the work study man, or others concerned with the efficient running of the industrial machine, to do so than by digesting Management Thinkers, published at 40p in the Pelican Library of Business and Management.
As the internet has evolved through the emergence of social media, so too have the communicative practices of The Archers listeners. Many of them now use Twitter to comment…
Abstract
As the internet has evolved through the emergence of social media, so too have the communicative practices of The Archers listeners. Many of them now use Twitter to comment, discuss the show or participate in the omnibus episode ‘tweetalong’. Primarily, this chapter recognises the hundred-plus Twitter accounts which have been created by listeners to authentically roleplay characters, organisations, animals and even objects from the show. I frame these practices and ground the chapter in academic discourses of ‘fan fiction’. Reflecting on my own activity as @borsetpolice, I look at the role and place of this fan fiction from the individual practitioner’s perspective but also the wider listener base. In this chapter, I develop an argument that these practices contribute towards the community of listeners online, as well as the show itself. I explore the types of activities and accounts involved, where they often focus around major storylines, and then reflect in detail on the individual’s motivations and practice. I situate this in terms of an opportunity to become involved in an online community that aspires towards everyday rural ideals, and how this can be understood as a significant affective experience for listeners. This need for escapism into ‘banal’ worlds, the desire to participate, and the sense that fan fiction is a game that we take part in are also drawn out as significant.
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With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the…
Abstract
Purpose
With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the relatively unknown attitudes and behaviour of the youth market in an emerging market, South Africa, towards branded mobile applications (apps). Previous studies on mobile marketing have focused on Generation X and Generation Y and generally with a quantitative focus.
Design/methodology/approach
This study is based on the theoretical framework of the unified theory of acceptance and use of technology model 2. The study used a qualitative framework with stratified focus groups, aged between 18 and 21 years old at a private tertiary institution in South Africa.
Findings
The findings indicate that these South African Gen Z participants mainly used WhatsApp, Instagram, Facebook, Uber and Snapchat. The participants had more positive than negative attitudes towards mobile apps. The findings also showed that privacy was a major concern for the participant’s attitudes and behaviour towards mobile apps. The findings supported the UTAUT2 model, but also discovered new themes. As a recommendation, the issue of privacy and its effect on mobile app adoption is a factor to be researched in the future. The research also provides recommendations for marketers and app developers.
Research limitations/implications
This study was of a qualitative nature, and thus, the sample size was smaller than that of a quantitative study. Future research could add to this study by increasing the sample size and adding a quantitative method such as surveys.
Practical implications
Marketers of mobile apps targeted towards the Gen Z market should aim to be convenient for their users, as well as be entertaining, functional, time-efficient while avoiding excessive in-app adverts, being honest upfront about their pricing strategy, incorporate an element of connectivity into the app and respect their privacy. This paper also provides practical recommendations for mobile app developers (targeted towards Gen Z users) including minimising notifications and updates within the app, developing a mobile app that requires less usage of data (due to the high expense of data in South Africa for the price-conscious Gen Z market) as well as less usage of memory space on the phone and incorporating universal symbols within the mobile app.
Originality/value
This study supported the UTAUT2 model effects of performance and effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit on the behavioural intention of users towards a new technology, i.e. GenZ students’ attitudes and behaviour towards branded mobile apps in South Africa. However, an additional condition was discovered in this study, i.e. privacy and its impact on the attitudes and behaviour of GenZ mobile app users. Therefore, this study extends the UTAUT2 model framework. Furthermore, this study uses a qualitative design, which has not been used in previous studies, with a focus on the under-researched Gen Z market, and in particular in an emerging market, such as South Africa.