A Study Of Motivation Of Word-of-Mouth In Concert Marketing

This thesis is on purpose of studying how concert marketing strategy monitors the word-of-mouth motivation of audience. There are three parts in this thesis generally.The first part discusses the definition and classification of concert audience’s word-of-mouth motivations and describes the interrelationships of those motivations. This study is based on general WOM research production, and featured with the specialty of concert as a productThe second part, concluding Chapter Two and Three, focuses on concert marketing strategy and method based on both theories of Integrated Marketing and Audience Experience Generation. Summarization of the connection between marketing practice and triggered motivation is made systematically by briefly reviewing typical concert marketing cases.The third part comes to the core conclusion of this thesis by taking forward the Comprehensive Model which describes mechanism and stimulating path of how concert marketing practice influences audience word-of-mouth motivation. In the end, practical suggestions are made according to the Comprehensive Model of concert marketing methods and conception such as the concept of long-term WOM motivation management, negative word-of-mouth management, and online marketing environment calculation.