Comparative Analysis of Playtime Mongolia and Coachella: How Music Festivals Influence Social Media Advertisement Strategies, Cultural Interactions, and Fashion Trends through Social Influencers and Celebrities.

Baatarkhuu Sarnai (2025) Comparative Analysis of Playtime Mongolia and Coachella: How Music Festivals Influence Social Media Advertisement Strategies, Cultural Interactions, and Fashion Trends through Social Influencers and Celebrities. Külkereskedelmi Kar.

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Absztrakt (kivonat)

This thesis will explore the role of social media in the cultural and social elements of musicfestivals, trying to assess whether celebrity and influencer presence will attract audiences morethan simply audience appeal. By exploring the Instagram and TikTok trends from Coachella—oneof the largest and most famous music festivals in the world—and Playtime, a nearly ten-year musicfestival in Mongolia, this thesis will attempt to assess the power of social media as a marketingtool and means of engagement in consumer access.This project will ultimately be both quantitative and qualitative. First, a survey will be sent out tofestival attendees and performers to gauge social media usage, opinions on influencer marketing,and festival enjoyment. Second, a content analysis will be conducted on TikTok and Instagram tosee which posts/reels had the most engagement and how much influencer marketing contributed tothe total marketing efforts of each festival.Results indicate that social media—especially Instagram and TikTok—shapes festival culturerelative to audience engagement, festival experience promotion, and engagement by social mediainfluencers and celebrities alike. However, while Coachella has an international reach and dependsupon a far more extensive social media-driven/influencer marketing strategy, Playtime is far moreregional, yet it boasts a social media presence that enables it to communicate with national andinternational audiences alike. Ultimately, the results understand how regional cultural traditionsand global social media trends intersect/facilitate the ability for these festivals to set themselvesapart in a digitally saturated space.This contribution to the existing literature on festival marketing and social media integrationdemonstrates that these two festivals, despite their vastly different cultural significance andgeographical location, respond similarly to what the online world presents them. This study opensthe door for further exploratory opportunities in social media marketing and event/festivalmarketing.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Kommunikáció Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Celebrities, Coachella, fashion, influencers, közösségi média, marketing stratégia, Mongólia, Music Festivals, reklámstratégia, Social media
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Szep. 23. 12:55
Utolsó módosítás:	2025. Szep. 23. 12:55

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