Music As Connectivity: Young Consumers' Virtual Live Music Event Experiences During Covid-19

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Pia A. Albinsson PhD, Associate Professor (Creator)
Appalachian State University (ASU )
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Abstract: Music, which is often used as entertainment and atmospherics in various servicescapes, enhances consumer wellbeing. With the advent of the Covid-19 pandemic, consumers' experiences of live music events changed for the unforeseeable future. This article seeks to understand the ways in which young consumers engage with virtual live music events (VLMEs) during Covid-19. Thematic data analysis of seventeen in-depth interview transcripts resulted in three preliminary emergent themes: Music rituals -- I 'Gotta' keep dancing, Music as Mood Enhancer, and Shared Music as Connectivity.

Additional Information

Albinsson PA. Music as Connectivity: Young Consumers’ Virtual Live Music Event Experiences during Covid-19. Society for Marketing Advances Proceedings. November 2021:51-52. Publisher version of record available at:
Language: English
Date: 2021
COVID-19 pandemic, Data analysis, Streaming technology, Marketplaces, Videoconferencing software

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