eWOM in the performing arts: exploratory insights for the marketing of theaters

Word of mouth (WOM) plays an important role for the decision process of customers. This is especially interesting for service-dominant organizations like theaters where quality is more difficult to evaluate. In times of social media, third party recommendations can be given much more quickly, effectively and in greater detail. However, up to now not much has been researched on electronic word of mouth (eWOM) in a performing arts marketing context. The purpose of this paper is to provide some first exploratory insights into this research area.

To do so, a literature review is conducted to clarify the concept of eWOM and the relevance of recommendations in the performing arts. Then, parts of the results of an online survey on Facebook with 16 German theaters and their fans will be presented. Finally, the implications of the study results for theater marketing are considered and ideas for future research are discussed.

The study results confirm that recommendations have a high relevance for theatergoers and are very relevant in a social media context. They also show that the trustworthiness of eWOM on social media depends on the familiarity between the message sender and receiver. However, the results are limited with regard to the research design. Therefore, this paper concludes with ideas for further research.

All in all, though the study’s focus is narrow, this paper fills a research gap in the performing arts. In doing so, the understanding of the phenomenon and its importance for arts marketing will be enhanced.