Social Media Use in a Festival Context

About the Project

A census of tweets (n=1169) and posts (n=483) from festivals’ Twitter handles and Facebook accounts were collected using Ncapture (N=1652) and content analyzed to determine nature and purpose of FB and Twitter use at 4 popular Canadian festivals. Temporal analysis (before, during, and after festival) and Platform analysis (Twitter, Facebook) examined usage patterns.

About the Researcher

Dr. Kelly MacKay is Professor and Interim Associate Dean Research at the Ted Rogers School of Management. Her work focuses on influences on tourists’ behaviour, and most recently on IT and tourism.

Contact Information

575 Bay Street (entrance at 55 Dundas Street West)
Room: TRS 3-175, 9th floor Toronto, Ontario, Canada M5G 2C3

Mailing Address:
350 Victoria Street, Toronto, Ontario, Canada M5B 2K3