공연 마케팅에서의 SNS 활용에 대한 시사점 (Facilitating Social Network Service(SNS) for Performance Marketing)

서지정보

· 발행기관 : 대한무용학회
· 수록지 정보 : 대한무용학회 논문집 / 66권 / 66호 / 183 ~ 215페이지
· 저자명 : 최윤영

초록

This study aims to examine how Social Network Service (SNS) can be facilitated as a marketing strategy for dance performance. In doing so, this paper was developed by reviews of literatures with domestic and international bibliographies, periodicals, theses, related-web sites, released copies, news articles, recently-released academic journals, and research papers. Based on these theoretical backgrounds, I could find ways for introducing SNS to dance performance marketing. The results of this research are as follows: SNS is expected to provide the high level of the promotion effect in dance performance marketing, because it involves voluntary participation of consumers, inexpensive marketing cost, and a high level of reliability, and it spreads out faster and wider. In order to introduce SNS to dance performance marketing, we must first discover event personnel with high standard while building a solid relationship with them. This should be followed by the effort to find potential clients through the event personnel, thereby expanding the base of dance performance. Continuous bonding and connections between the producers and the consumers of dance performances will enlarge the number of the audience as well as improve the level of audience participation and interest. This will enhance the quality and the level of satisfaction with dance performances.

영어초록

This study aims to examine how Social Network Service (SNS) can be facilitated as a marketing strategy for dance performance. In doing so, this paper was developed by reviews of literatures with domestic and international bibliographies, periodicals, theses, related-web sites, released copies, news articles, recently-released academic journals, and research papers. Based on these theoretical backgrounds, I could find ways for introducing SNS to dance performance marketing. The results of this research are as follows: SNS is expected to provide the high level of the promotion effect in dance performance marketing, because it involves voluntary participation of consumers, inexpensive marketing cost, and a high level of reliability, and it spreads out faster and wider. In order to introduce SNS to dance performance marketing, we must first discover event personnel with high standard while building a solid relationship with them. This should be followed by the effort to find potential clients through the event personnel, thereby expanding the base of dance performance. Continuous bonding and connections between the producers and the consumers of dance performances will enlarge the number of the audience as well as improve the level of audience participation and interest. This will enhance the quality and the level of satisfaction with dance performances.

참고자료

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