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Branded app implementation at the London symphony orchestra

Gosling, VK, Crawford, G, Bagnall, G and Light, BA 2016, 'Branded app implementation at the London symphony orchestra' , Arts and the Market, 6 (1) , pp. 2-16.

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Abstract

This paper considers the key findings of a yearlong collaborative research project focusing on the London Symphony Orchestra’s development, implementation and testing of a branded smartphone app. This app was designed to primarily sell discounted tickets, engage and inform a student audience. A mixed-method approach including an analysis of the technology, focus groups and interviews was used. Though the aims of app developers and marketers are often to provide customers with more choice and interactivity, this research suggests that though the app proved a useful mechanism for selling discounted tickets, it indicates that existing customers were mostly enrolled and mobilised via a limited and focused functionality for the app.

Item Type: Article
Additional Information: Arts and the Market previously published as Arts Marketing: An International Journal
Themes: Media, Digital Technology and the Creative Economy
Schools: Schools > School of Nursing, Midwifery, Social Work & Social Sciences > Centre for Nursing, Midwifery, Social Work & Social Sciences Research
Schools > School of Arts & Media > Arts, Media and Communication Research Centre
Journal or Publication Title: Arts and the Market
Publisher: Emerald
Refereed: Yes
ISSN: 2056-4945
Related URLs:
Funders: Arts and Humanities Research Council (AHRC), Arts Council, National Endowment for Science, Technology and the Arts (NESTA)
Depositing User: G Crawford
Date Deposited: 19 Nov 2014 16:21
Last Modified: 03 Nov 2016 13:02
URI: http://usir.salford.ac.uk/id/eprint/33068

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