Engaging Young Customers in Social Media : Case: Lahti Symphony Orchestra
Lee, Daniela (2018)
Lee, Daniela
Lahden ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121321433
https://urn.fi/URN:NBN:fi:amk-2018121321433
Tiivistelmä
Since new music is being constantly created and the young people cannot find symphony music that relevant anymore, symphony orchestras around the world are struggling to appeal to the younger audience. To stay relevant in the eyes of young people it is crucial to be present on social media and produce content that makes the symphony concerts interesting. The thesis aims to find out how the case company could increase engagement from young people and raise the awareness of the company among young people.
The thesis uses deductive methods and quantitative research to analyze the social media use of young people and their awareness of symphony orchestras and interest in symphony concerts.The data was collected from secondary and primary sources. The secondary sources were books, electronic articles and other online materials for the theory parts of the thesis. The primary data was collected with a questionnaire and then analyzed, to understand more about the prevailing attitudes.
The key findings of the thesis were that to get more engagement in social media, it is important to first raise awareness of the social media pages. To raise awareness of the social media pages, many methods can be implemented, such as using search engines and announcements at concerts to draw people to the company’s social media pages. Also to get the people to engage, it is important to know that people prefer inbound marketing techniques over outbound marketing techniques on social media.
The thesis uses deductive methods and quantitative research to analyze the social media use of young people and their awareness of symphony orchestras and interest in symphony concerts.The data was collected from secondary and primary sources. The secondary sources were books, electronic articles and other online materials for the theory parts of the thesis. The primary data was collected with a questionnaire and then analyzed, to understand more about the prevailing attitudes.
The key findings of the thesis were that to get more engagement in social media, it is important to first raise awareness of the social media pages. To raise awareness of the social media pages, many methods can be implemented, such as using search engines and announcements at concerts to draw people to the company’s social media pages. Also to get the people to engage, it is important to know that people prefer inbound marketing techniques over outbound marketing techniques on social media.