ABSTRACT
Technological advances and the social media (SM) revolution are transforming all industries, and the festival sector is no exception. Increasingly, festival organizers are exploiting SM to market their festivals and distribute festival content (Pasanen & Konu 2016). SM are increasingly used by festival organizers for partially or fully digitizing festivals (e.g. online streaming and virtual festivals). Similarly, festivalgoers demand but also expect to use SM for sharing their festival experiences and interacting with festival communities (MacKay, Van Winkle, Halpenny & Barbe 2016; Morey, Bengry-Howell, Griffin, Szmigin & Riley 2016).
