Social media cocreation strategies: The 3Cs

Szilvia Gyimóthy*, Mia Larson

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


This article explores how social media becomes a part of integrated marketing communications of festival organizations. The purpose of this article is to conceptualize the cocreation of festival experiences online by comparing managerial strategies and communicative patterns of three large Scandinavian music festivals: Storsjöyran, Way Out West (Sweden), and Roskilde Festival (Denmark). The theoretical point of departure is taken in the literature on consumer-producer cocreation, originating from recent conceptualizations of the service-dominant logic and a tribal perspective on consumption. Based on the empirical findings, we propose an analytical framework to improve our understanding of the management of social media communications, offering three distinct value cocreation strategies in a festival context.

Original languageEnglish
JournalEvent Management
Issue number3
Pages (from-to)331-348
Number of pages18
Publication statusPublished - 1 Jan 2015
Externally publishedYes


  • Cocreation
  • Communities
  • Festivals
  • Social media
  • Tribal marketing

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