Communicating to culture audiences

Le, Huong, Jones, Bridget, Williams, Tandi and Dolnicar, Sara 2016, Communicating to culture audiences, Marketing intelligence and planning, vol. 34, no. 4, pp. 462-485, doi: 10.1108/MIP-05-2015-0102.

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Title Communicating to culture audiences
Author(s) Le, HuongORCID iD for Le, Huong orcid.org/0000-0002-1806-6089
Jones, Bridget
Williams, Tandi
Dolnicar, Sara
Journal name Marketing intelligence and planning
Volume number 34
Issue number 4
Start page 462
End page 485
Total pages 24
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2016-06-06
ISSN 0263-4503
Summary Purpose – The purpose of this paper is to provide novel insights into arts consumption behaviour and patterns of communication displayed by arts consumers using Peterson’s theoretical framework, and to identify differences in the use of communication channels across arts segments.

Design/methodology/approach
– The authors conducted an a priori market segmentation study, with two variables serving as segmentation criteria, namely, the frequency of and the variety of arts events attended. The authors tested for differences in communication patterns.

Findings – Four segments were created: low-frequency univores, low-frequency multivores, high-frequency multivores and high-frequency omnivores. They differ in their communication patterns and online behaviours, including their online activities before and after attending arts events. Printed materials and e-mail newsletters were the most effective communication channel for raising awareness of all arts consumers.

Research limitations/implications
– Understanding these communication patterns can help arts marketers to increase the attendance of low-frequency segments and broaden the variety of arts events attended by the univore and multivore segments. The generalisability of the findings is limited as the survey was conducted among online Australian arts consumers only.

Originality/value
– The paper adds the dimension of arts consumption frequency to the taxonomy of omnivores and univores proposed by Peterson, which is based on the variety of consumed arts only. The paper contributes to communication and arts marketing literature by identifying key differences in communication patterns across segments of arts consumers and the most promising communication channels to engage them.
Language eng
DOI 10.1108/MIP-05-2015-0102
Field of Research 150399 Business and Management not elsewhere classified
1505 Marketing
Socio Economic Objective 910402 Management
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Emerald
Persistent URL http://hdl.handle.net/10536/DRO/DU:30083961

Document type: Journal Article
Collections: Department of Management
2018 ERA Submission
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