Consumers engagement in virtual and collocated live music experiences: an empirical analysis

Abstract

Thiswork focuses on the music festivals and concerts sector, providing an empirical analysis aimed at compering offline and onlinelivemusic experiences.ItinvestigateshowPine andGilmore’s experiential dimensions, and the socialization parameter, can influence customer satisfaction, event meaningfulness and willingness to pay in each context. The research method chosen was a between-subjects experiment. The findings showed that customers of virtual concerts are more satisfied with and are willing to pay lower prices for the virtual experience. According to the experiment results, the virtual live music industry still has margin of improvement when considering Entertainment, Esthetics, and Sociality.