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)
- Institution
- Appalachian State University (ASU )
- Web Site: https://library.appstate.edu/
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.
Music As Connectivity: Young Consumers' Virtual Live Music Event Experiences During Covid-19
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Created on 9/23/2022
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Additional Information
- Publication
- 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: https://www.societyformarketingadvances.org/Conference-Proceedings
- Language: English
- Date: 2021
- Keywords
- COVID-19 pandemic,
Data analysis,
Streaming technology,
Marketplaces,
Videoconferencing software