Influence of Social Media to Strengthen Brand Loyalty of Concert Ticket Platforms

Tanja Hahn () and Mario Jooss ()
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Tanja Hahn: FH Burgenland
Mario Jooss: University of Applied Science Salzburg

A chapter in Conference Proceedings Trends in Business Communication 2024, 2025, pp 53-74 from Springer

Abstract: Abstract The digital media world and social media platforms in particular are subject to constant change, which is why companies must constantly adapt their communication strategies in order to reach their target groups and thereby strengthen their image. The music industry is also challenged to disseminate its services via social media. This research examines the impact of social media presence on the brand image of concert ticketing platforms that market tickets for concerts and events. Building brand loyalty is critical to increasing brand perception and furthering the commercial objectives of ticket providers. Trust, user engagement and customer relationships are key factors in improving brand image. In the study, six concert ticket platforms (AXS, myticket.de, oeticket, Seeticket, Ticketmaster Germany and Wien Ticket) were analyzed on Instagram and TikTok. This resulted in categories that are important for brand loyalty and were evaluated using a qualitative and quantitative content analysis. The results show that all the platforms examined have potential to improve their social media presence. Although users interact with the existing content, there is often a lack of stronger community involvement. In order to improve brand loyalty, concert ticket providers should intensify interactions, integrate user-generated content to a greater extent and regularly review their social media strategies. Social media offers a valuable opportunity to strengthen the brand image in the long term thanks to its reach and word of mouth.

Keywords: Social Media; Brand image; Brand loyalty; Ticket platforms (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-47793-6_4

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DOI: 10.1007/978-3-658-47793-6_4

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