The role and impact of experience dimensions in marketing communication practices during the festival season: focusing on Generation Z
DOI:
https://doi.org/10.14267/TURBULL.2026v26n1.3Keywords:
festival experience, festival loyalty, engagementAbstract
The aim of this research is to explore the mechanisms of online communication and experience sharing in the context of music festivals. Based on the theoretical framework of the experience economy, the study investigates how festival experiences are represented in the digital space and how these processes shape consumer experiences and engagement. The research focuses on two major Hungarian music festivals, the Sziget Festival and the Szegedi Youth Days (hereafter SZIN). A key element of the research is the analysis of Generation Z’s relationship between their festival experiences and their online self-representation on Instagram. A mixed-methods approach was applied, combining content analysis of the festivals’ Instagram posts with focus group interviews. The integration of these methods yielded novel insights into the digital communication of the two Hungarian music festivals, offering both theoretical and practical implications in this field.
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