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Full-Text Articles in Leisure Studies
Dancing In The Desert: A Case Study On The Digital Marketing Techniques Of Coachella Valley Music And Arts Festival, Colleen R. Cranny
Dancing In The Desert: A Case Study On The Digital Marketing Techniques Of Coachella Valley Music And Arts Festival, Colleen R. Cranny
Experience Industry Management
Digital marketing is a marketing strategy that helps companies grow in multiple ways. Digital marketing and the five Ds (digital devices, digital platforms, digital media, digital date, digital technology) represents the evolution of marketing in the modern era. The purpose of this study was to examine the digital marketing practices of Coachella Valley Music and Arts Festival. Coachella and its digital marketing techniques are strategically planned in order for the festival to reach its target audience. Research for this study was conducted using a case study. The results indicated that Coachella’s digital marketing is effective in reaching the target audience …
Viewing The Covid-19 Resilient Skincare Market Through A Sociohistorical Lens: The Patterning Of Conspicuous Consumption Mediated By Marketing, Siren Chen
Senior Projects Fall 2020
The Chinese skincare market distinguishes itself with an inelastic consumer demand during the COVID-19 pandemic. This project employs the endogenous preferences economic framework and a sociohistorical lens to analyze the social forces that sustain the resilient beauty market. Through setting up a socially embedded framework for economic analysis, this project highlights the active role of marketers, which are omitted in mainstream economics, in fostering a bond between consumers and skincare products. With a comparative analysis of both the colonial and the COVID-19 pandemic contexts, this project demonstrates how marketers connect consumers to skincare products through reference to the system of …