International Journal of Management and Applied Science (IJMAS)
current issues
Volume-4,Issue-10  ( Oct, 2018 )
Past issues
  1. Volume-4,Issue-10  ( Oct, 2018 )
  2. Volume-4,Issue-9  ( Sep, 2018 )
  3. Volume-4,Issue-8  ( Aug, 2018 )
  4. Volume-4,Issue-7  ( Jul, 2018 )
  5. Volume-4,Issue-6  ( Jun, 2018 )
  6. Volume-4,Issue-5  ( May, 2018 )
  7. Volume-4,Issue-4  ( Apr, 2018 )
  8. Volume-4,Issue-3  ( Mar, 2018 )
  9. Volume-4,Issue-2  ( Feb, 2018 )
  10. Volume-4,Issue-1  ( Jan, 2018 )

Statistics report
Dec. 2018
Submitted Papers : 80
Accepted Papers : 10
Rejected Papers : 70
Acc. Perc : 12%
Issue Published : 56
Paper Published : 3413
No. of Authors : 7039
  Journal Paper




Paper Title :
Effective Festival Communication Strategies

Author :Seonjeong Ally Lee

Article Citation :Seonjeong Ally Lee , (2018 ) " Effective Festival Communication Strategies " , International Journal of Management and Applied Science (IJMAS) , pp. 75-77, Volume-4,Issue-8

Abstract : In light of growing interest on social media in the festival industry, this study examines relationships among perceived festival attributes, fear of missing out (FoMO), anticipated emotion, brand equity, and behavioral intention through a structural equation model. Social interaction, self-enhancement, and festival authenticity represent different aspects of festival attributes. Results identify their effects on FoMO are positive. FoMO then influences customers’ anticipated emotion and brand equity, which influences their behavioral intention. Results of this study provide suggestions to festival marketers how to encourage customers’ visit intention in the pre-consumption stage. Keywords: Fear-of-missing out (FoMO), Social interaction, Self-enhancement, Festival authenticity, Anticipated emotion, Brand equity, Self-determination theory (SDT).

Type : Research paper

Indexed : Google Scholar


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