What is it about?

My student and I compared the persuasiveness and professionalism of theatre reviews that were attributed to newspapers, blogs, and social media (e.g., Twitter and Facebook). We found that reviews were equally persuasive, regardless of the publication source. Additionally, when used as part of advertisements, newspaper and blog quotes were seen as equally persuasive, but social media quotes were less persuasive.

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Why is it important?

Arts marketing is a competitive business, especially for high-priced events, like live plays. This article gives information about the business and the criticism of theatre. Insight into demographic variables that influence a person's intention to buy a ticket will be useful to marketers. And theatre critics will appreciate the evidence that their online reviews are as trusted as newspaper critics' reviews.

Perspectives

I'm a theatre critic in my spare time, and I was interested in whether my online reviews had as much of an impact of reviews published in traditional outlets, like newspapers. So, I did a study!

Dr Russell T. Warne
Independent Scholar

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This page is a summary of: Comparing the persuasiveness and professionalism of newspaper, blog, and social media sources of information in marketing and reviewing theatre, Arts and the Market, October 2016, Emerald, DOI: 10.1108/aam-03-2015-0004.
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