Scholarly record
PERCEPTION OF ORGANIZATIONAL MALFUNCTIONS REFLECTED BY SOCIAL MEDIA FOR UNTOLD AND NEVERSEA FESTIVALS IN ROMANIA
Abstract
Romania represents a new pole of interest of people engaged in leisure time spending within musical festivals. Thus, lately, the Romanian musical festivals have achieved significant progress, which is easy to visualize due to intense promotion and beneficial marketing, but also through the major national and international interest for the two important events that are the subject of this research. This research focuses on visualizing the main problems raised by the participants of the Untold and Neversea festivals through social media, as well as an attempt to hospitalize them. The intention of the research is to highlight the participants' ability to signal the various problems within these festivals and their ability to become opinion leaders or formatters. The research was conducted through a single social media channel, namely the Facebook platform, where a sample of 1000 unique reviews for each of the two festivals was analyzed. What has emerged from the proposed research is that the participants are a key factor in identifying the main organizational issues, but also the starting point in solving them for future editions. The research also highlighted the fact that the participants positioned the problems in the second plan, their main motivation to participate in the potential future editions being the line-up. The research results have a milestone significance in terms of the fact that the social media pages of the selected festivals can become effective marketing forms through positive reviews, but also a starting point for identifying and solving problems.
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