Category: Social Events

Classic marketing is held in check by the festival’s emotional communities. Today’s festival-goer is no longer primarily looking for an object of consumption, but a means to connect with others, to develop interpersonal relationships, to make a tribe. Analysis. The sociological analysis of affective communities and their impact on consumption behaviours allows us to lay the theoretical foundations of certain strategies by drawing inspiration from work that has been carried out by researchers in sociology and marketing. The value of … Continue reading “Festivals: Towards tribal marketing”