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Title:
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SPONSORSHIP CONGRUITY AND ATTITUDE TOWARDS
ADVERTISING IN MUSIC FESTIVALS: THE ROLE
OF TRUST AND SOCIAL MEDIA ENGAGEMENT |
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Author(s):
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Pedro Manuel do Espírito Santo and Sara Santos |
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ISBN:
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978-989-8533-90-6 |
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Editors:
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Piet Kommers and Guo Chao Peng |
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Year:
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2019 |
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Edition:
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Single |
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Keywords:
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Sponsorship Congruity, Attitude Towards Advertising, Brand Trust, Social Media Engagement, Festivals |
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Type:
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Full Paper |
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First Page:
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309 |
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Last Page:
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316 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The number of festivals is increasing all over the world. Most people search for living moments and experiences that will
retain in their mind and shared in social media. At the same time, social media change daily habits of people, special
younger ones.
In this study, in the context of music festivals, it is analyzed the relation among trust, attitude toward "new" advertising,
and congruence between the sponsoring brand and the event as influencing factors in social media engagement.
Results show that trust in the sponsoring brand of an event is explained by the congruence between the sponsoring brand
and the event and by the attitude of individuals to creative brand advertising. On the other side, in social media
engagement, consumption is influenced by congruence, by the attitude of individuals to advertising and by trust.
These results show that sponsorship congruity and attitude toward advertising have effects on consumption and trust.
Thus, brands should look with special attention to the events before they sponsor them. |
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