The Impact of Social Media on Glastonbury Festival Promotion: Research

This research proposal investigates the role of social media in promoting the Glastonbury Festival Ltd. It begins with an introduction outlining the aims and objectives, which include evaluating the use of social media for promotion and recommending strategies for improvement. The literature review explores the usefulness of social media and digital promotional tools, discussing their impact on brand awareness and customer engagement. It also examines the history of the festival, its programs, and the relationship between social media and successful program outcomes. The methodology section outlines the research approach, including qualitative and quantitative methods, sampling techniques, and research design. The study employs a descriptive research method and utilizes a survey of Glastonbury Festival staff to gather primary data. The proposal concludes with a discussion of the research philosophy and a preliminary action plan to guide the research process. The research aims to analyze the effectiveness of social media in promoting the festival and provide insights for enhancing its marketing strategies.

Research Project

Table of Contents
RESEARCH PROPOSAL...............................................................................................................1
TITLE: Social media in promoting Glastonbury Festival Ltd....................................................1
Research questions......................................................................................................................1
Aims and objectives....................................................................................................................1
Literature review.........................................................................................................................1
Methodology...............................................................................................................................5
Action plan..................................................................................................................................7
LO 2.................................................................................................................................................7
P3 Conduct the primary and secondary research with using costs, access and ethical issues....7
P4 Primary research with appropriate analytical tools................................................................8
P5 Research project, communicate the research outcomes for the intended medium. ............16
P6 Reflect on the effectiveness of research methods applied in the research for meeting of the
objective of business research. .................................................................................................21
LO4 ...............................................................................................................................................24
P7 Consider alternative research methodologies in view of outcomes. ..................................24
REFERENCES..............................................................................................................................25

RESEARCH PROPOSAL
TITLE: Social media in promoting Glastonbury Festival Ltd
Research questions
How does Glastonbury Festival Ltd, use social media to increase promotion?
Aims and objectives
Aim: To evaluate the social media in promoting Glastonbury Festival Ltd.
Objectives
 To review literature in social media and promotion.
 To collect data and social media and promotion.
 To recommends how Glastonbury Festival Ltd. Use social media to increase in
promotion.
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Literature review
Usefulness of social media and digital promotional tools
As per the view of Bonilla and Rosa, (2015), social media and digital technology is the
most efficient aspect in term of cost which used to increase brand awareness of the business. In
this way, implementation of the social media greatly increase brand awareness and through
engage large audience. In respect to create social media profile, interaction with several people
also considered which build reputation of the enterprise. Every post share that introduce network
of individual to lead potential customers. In contradicting, Tuten and Solomon, (2017) stated that
without marketing business unable to get large number of customers. This is because, social
media is considered as the inbound traffic to make familiar with brand and searching for same
keywords. In the social media profile business implement marketing mix that make every piece
of content as the business opportunities to acquire new customers. It is also melting different
types of people who belongs to different background and behaviours.
In addition to this, Davis III, Deil-Amen and González Canché, (2015) explored their
views that syndicating the customer content develop many platforms that are possible to
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organically reach to successful results. Demographic of consumers search for website using
keywords on Facebook which begin to different social media platforms. As results, it is
important to increase search engine ranking in the business to look towards the significant
success in the business environment.
Measure successful program in Glastonbury Festival
According to the point of Moreno-Munoz, Bellido-Outeirino and Gomez-Nieto, (2016),
Glastonbury Festival highly influenced by the hippie ethics and free festival movement in early
1970. In this consideration, amongst several artists different programs has been promoted.
Organiser of the event is Michael Eavis decided to host the first festival who is called Pilton
Festival. In this way, music program performed as the bath festival nearby the West Show
ground in 1970. This festival retains vestiges of the tradition that encompasses the green futures
and healing field. In addition to this, Nambisan, Lyytinen and Song, (2017) explored their views
that Free festival in 1971 also considered which was integrated by Andrew that found and
introduced Michael Eavis by David Trippas. There are several programs performed and
developed which included David Bowie, Mighty Baby, Traffic, Fairport Convention, Gong, etc.
It was paid for the different people such as supporters and advocates towards the tradition of
music, poetry, dance, lights, spontaneous movement.
As per the point of Gagnon and Sabus, (2015), in 1978 there is unplanned event
considered when the convoy of vehicles from the Stonehenge festival which is directed by police
to worthy farm. This festival was revived in upcoming years for the event. Festivals are become
annual fixture that barring periodic fallow years. Organiser of the present event considered
conjunction with the campaign for nuclear disarmament.
Relationship between social media or digital tools with successful program in Glastonbury
Festival
According to the point of Scherman, Arriagada and Valenzuela, (2015), festival season in
UK begin as the biggest consideration. Glastonbury Festival perform functions and operations
with contemporary performing arts which take around 5 days and ran since 1970. Social media
play vital role in respect to perform several functions and operations in the business. This is
because, it helps to increase effectiveness with create certain network. Improvements in the
strategy also developed with network which make changes to improve strategy. Facebook is the
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make social media which increase audience base in the selected enterprise. In UK, there are
around 343,892 people fans of this festival. From the other nations, such people are also take part
in this festival. It is looking very interesting towards the Glastonbury Festival. However, Hill,
Betts and Gardner, (2015) stated that Twitter is the main and reliable resource that used by
people to follow the chosen organisation. In this way, information could be provide about the
line-up bands, tickets, logistic, etc. Further, there are several games and competition considered
engage twitter users. In this consideration, it is important to look towards the each platform that
increasing assistance in the business.
Ways through social media activities increasing in the business to make high growth in
Glastonbury Festival
As per the view of, Jugenheimer, Sheehan and Kelley, (2015) there are several ways
through implementation of the social media considered in effective way. In this consideration,
higher conversation rates helps to increase visibility and gain more opportunities for the
conversation requires at workplace. With the help of the blog post, image, video, etc. lead
viewers can be increasing in the company website. It also helps to increase traffic with social
media activities. Social media marketing also allow to the business to give positive impression
with humanisation factor. When the brand are interactive through sharing content and
commenting on the several posts. However, Agarwal, Barthel and Johnson, (2014) argued that
people prefer to do the business with several companies to record data and effectiveness in
systematic manner. Glastonbury Festival need to implement better customer satisfaction in the
business so that they are able to deliver creative results in the enterprise. Social media
networking and communication platform increasing effectiveness through developing outcomes
considered at workplace. On the other hand Neville and Waylen, (2015) argued that
improvements in the brand loyalty is main element that increase goals and objectives of the
company in systematic manner. In this aspect, brand products implemented at workplace that
increase promotional campaigns in the business environment. With see these platforms,
Glastonbury Festival able to increase their brand image and promotional activities as well.
In respect to carry the present research program, it has been seen that I performed well to gather
relevant information towards the effective results and outcomes. It helps to increase interaction
with different people in the business. In addition to this, it also helps to generate positive
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consideration at workplace. According to the different people view, it has been stated that aims
and objectives completed on time. Apart from this, the present research evaluates the social
media influences in the business which assists to develop systematic work performance in the
business environment (Hayes, Carr and Wohn, 2016). In respect to carry the overall strategy, it
has been stated that systematic work performance analysis to attain desired results in the
business.
In addition to this, there are several respondents take part to make proper efforts towards
the goals and objectives. In addition to this, findings and analysis will be developed for proper
maintenance and enhance business results for understand creativity. Social media helps to create
several advantages in the business that assists to maintain profitability and effective performance
for business results.
Introduction and background
Social media and digital promotional tools create several advantages to make effective
results at workplace. In this aspect, web-based technologies considered in the business that
increasing profitability and productivity in enterprise. In addition to this, it is also computer
based activities that creating and sharing ideas, information, etc. to make expansion of the
business (Houston, Hawthorne and Griffith, 2015). Glastonbury Festival considered five-day
festival to perform contemporary and takes place for music, hosts dance, comedy, etc. Leading
pop and sock artist are head of the event who perform smaller stages in particular areas. In
respect to increase their performance, present report determines setting of different kinds of
social activities with Glastonbury Festival able to increase customer participation in it. However,
there are majority of people working to help volunteers to raise the pounds of charity enterprise.
Rationale
With respect to implement social media tools, Glastonbury easily promote their music
festivals. For instance, using Facebook, twitter, Google+, YouTube, etc. Twitter is one of the
important and reliable source of information which assists to inform their followers and offer
support for people who have need assistance (Hayes, Carr and Wohn, 2016). As a result, it helps
to compete with other musical event program and engage users easily. Moreover, Facebook is
also important element that consider sale promotion with several kinds of posts. Visual content is
also most popular context which helps to promote musical festival. Some festivals are also
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contained professional videos that are shared on YouTube, Vine, etc. Glastonbury mainly use
Facebook page for every year festival. As a result, they share line-up updates to promote festival
relating activities.
Research questions
 How does Glastonbury Festival Ltd, use social media to increase promotion?
Methodology
In order to collect relevant data, digital technology play important role in the business
success. In this way, high growth with innovations and development considered at workplace. In
addition to this, information also collected to implement tools and techniques in Glastonbury
Festival. Following are certain research methods implemented to collect primary and secondary
data:
 Qualitative and quantitative research methodology: Data analysis is also important
function of the research that used and carried to develop systematic work performance in
the business. In this consideration, appropriate research considered which provide
effective results in the enterprise. There are two types of methods implemented to
analysis the data such as quantitative and qualitative. In respect to considered the present
research, researcher implemented quantitative techniques to gather and measure
information with statistical tool such as Z test, chi square test, charts, etc. (Jugenheimer,
Sheehan and Kelley, 2015). With respect to identify social media promotion, qualitative
methodology has been selected by researcher.
 Quantitative research method: In the present research, there are several methods to
collect primary data. In this aspect, present analysis consider survey from employees of
Glastonbury Festival. It is the best perspective to identify social media promotion on
Glastonbury.
 Research techniques: In respect to collect effective information, there are several tools
and techniques implemented at workplace to generate positive view. With this
consideration, several methods considered which play important role in business success
(Taylor, Bogdan and DeVault, 2015). Social media promoting on Glastonbury has been
identified successfully to increase systematic program.
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 Sampling: In respect to carry the present research, it has been analysis that there are
several tools exist through research will be established to considered effective results. In
this manner, simple random sampling method has been implemented in which
questionnaire prepare and ask from 20 staff members of Glastonbury Festival. It is the
best aspect to find social media promotion in Glastonbury. This is because, staff members
are well known about the tools that helps to increase customer attraction for festival.
 Research design: Research design also important tool that helps to Glastonbury to assess
social media to promote festivals. In this aspect, selected topic considered with research
design that assists to make effectiveness in the business environment (Bourque and
Bourdon, 2017). There are several aspects of the research design such as descriptive,
experimental, exploratory, etc. In the Glastonbury Festival descriptive research method
has been used that helps to collect relevant information towards social media promotion.
It also helps to find in-depth information at workplace.
 Research philosophy: Research philosophy used to carry program in systematic way to
attain desired results at workplace. In this consideration, researcher wants to make
effective functions that helps to find relevant results in Glastonbury Festival. In this
manner, researcher has several options such as interpretivism, positivism, etc. (Barquero
and Bosch, 2015). From the above researcher used interpretivism research philosophy
that assists to collect relevant data from fresh resources. As a result, social media
promotion on Glastonbury for their music event measure successfully.
 Collection of the data: Data collection is the important aspect that helps to gather
relevant information towards the research problem and issue. In this way, primary and
secondary two types of data mainly implemented in the business unit to develop effective
functioning. Primary data gather from questionnaire which asks from staff members of
Glastonbury Festival. In this way, survey carry to identify social media promotion on
Glastonbury (King and Mackey, 2016). In addition to this, secondary resources also
implemented which helps to find previous research answer that performed on other
events and social media promotion. As per the aims and objectives, data will be gather to
perform several functions and operations at workplace of research.
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 Limitations: In order to conduct the present research, it has been seen that at workplace
of Glastonbury Festival, there are different limitations exist. In this way, systematic
research programs requires that helps to find useful responses for the present topic. Due
to lack of time and money, researcher face problems and issue to gather relevant
information at workplace (Agarwal, Barthel and Johnson, 2014).
Action plan
Activities Time frame
Literature review Week 1 to 2
Methodology Week 3 to 5
Data collection Week 6 to 8
Data analysis Week 9 to 11
Project write up Week 12 to 15
Presentation of project Week 16
LO 2
P3 Conduct the primary and secondary research with using costs, access and ethical issues
In respect to considered the different activities, researcher implement different program
to collect relevant information. In this way, work distributed in different stages. In this
consideration, tasks accomplished in systematic manner to apply the following elements:
 Cost: According to the present research analysis, total amount is needed that is £680. As
the above costs, each activity set and performed in well manner. This is fixed to ascertain
effective results and accomplish tasks as well. It is related with the collection of primary
and secondary data as well.
 Risk: Further, in the present research mainly risk also ascertained due to limited time and
cost. Hence, researcher face issue to accomplish desired results in the systematic manner.
In addition to this, respondents are unable to understand all questions so that it also
impact to gather relevant information at workplace.
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 Access: The present research carry several functions and operations with wide
accessibility. Hence, social media helps to considered significant research in the business
environment (Hayes, Carr and Wohn, 2016).
 Resources: In order to collect the relevant data, researcher need to focus on the current
elements such as research tools, techniques, etc. All these elements helps to find effective
information and data gathering at workplace.
 Quality: Researcher has also responsibility to maintain quality of their outcomes. In this
consideration, primary information helps to generate effective results at workplace.
In respect to conduct the research program, there are several alternative strategies exist
that assists to evaluate business program in systematic way. Following are certain models exist
that can be used to find useful information: Scientific experimental model: With the help of scientific experimental model, there are
several strategies evaluated to considered methods and values. In this aspect, priorities ser
with research evaluation. Management oriented model: In this way, researcher can implement PERT and CPM
model that assists to attain desired results at workplace. These techniques help to find
useful results at workplace (Agarwal, Barthel and Johnson, 2014).
 Qualitative model: It is also useful method that could be used by researcher to make
effective functioning in the business. It involves value and subjective information in the
business environment.
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P4 Primary research with appropriate analytical tools
Questionnaire
Name:
Age:
Gender:
1. Do you agree with implementation of social media and digital technology in Glastonbury
Festival?
 Yes
 No
 Cannot say
2. Which is the best element of social media for the chosen enterprise?
 Facebook
 Twitter
 You Tube
 Instagram
 All of these
3. How are you satisfied with implementation of social media in Glastonbury Festival?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
4. How you access social media network in Glastonbury Festival?
 PC
 Laptop
 Smartphone
 iPod/iPad
 Any other
5. How long are you connected with Glastonbury Festival?
 One year
 Two year
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