Author Information
Yu-Jing Hsiao, Feng Chia University, TaiwanYueh-Tuan Li, Feng Chia University, Taiwan
Abstract
Social media has become a key channel through which performing arts venues communicate with audiences, reshaping how young people access information and engage in arts and cultural activities. However, limited research has examined how specific social media marketing characteristics influence youth audiences’ participation motivation. This study investigates the effects of social media marketing characteristics on young audiences’ motivation to participate in performing arts activities in central Taiwan. A questionnaire survey was conducted among individuals aged 18–29 who had attended activities organized by performing arts venues in central Taiwan. A total of 217 valid responses were collected. Entertainment, interactivity, trendiness, and word-of-mouth were examined as dimensions of social media marketing characteristics, while participation motivation comprised exploration and learning, social belonging, cultural identity, and emotional regulation. Structural equation modeling was employed to test the proposed relationships. The findings indicate that social media marketing characteristics significantly and positively influence youth audience participation motivation. Among the four dimensions, trendiness exerted the strongest effect, followed by entertainment and word-of-mouth, whereas interactivity showed a comparatively weaker influence. These results suggest that young audiences particularly value social media content that reflects current trends and popular topics. This study contributes to research on youth audiences and social media marketing and offers practical implications for content planning and audience engagement strategies in performing arts venues.
Paper Information
Conference: ACAH2026Stream: Arts - Arts Policy
This paper is part of the ACAH2026 Conference Proceedings (View)
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