Social media communications and festival brand equity: Millennials vs Centennials

Abstract The proliferation of live music festivals in Spain has involved for festival managers the need to differentiate their events, creating brand equity through marketing communications, especially in social media. Given the variability in the ages of festival attendees, the present paper aims at analyzing the moderating role of the generational cohort in the influence of social media communications on brand equity creation and its correlates. A personal survey has been conducted for a sample of 622 attendees of the main live music festival in Spain. Respondents have been asked about their perceptions of festival social media communications, the core variables of brand equity, overall b…