Arts and the Market

Purpose This study explores the global phenomenon of BangTan Sonyeondan (BTS), a Korean singing group, from an under-researched art and entertainment market perspective. We introduce a research model to delineate the impacts of leadership motivation, socio-technological practices and global prominence outcomes. Design/methodology/approach The theoretical foundation clarifies the research context, justifying the relevance of key concepts, linking them to primary research questions and forming the basis for a well-structured empirical investigation. Our research model presents the flows of leadership influence, training practices, technology use and global prominence outcomes. Utilizing a survey instrument, we gathered data from BTS fans and analyzed the empirical findings. Findings BTS’s success is attributed to unique factors: (1) upstream flow of leadership influence; (2) process flow of internal service training and technological excellence, fostering stakeholder enthusiasm. The results indicate that service empowerment leadership is crucial in driving talent development and appropriate technology use, enhancing brand reputation. Fan loyalty and collective passion are key moderators in these dynamics. Research limitations/implications While focused on BTS, our findings have broader applicability in entertainment organizations, underscoring the relevance of socio-technological theory in understanding phenomena similar to BTS’s success. Practical implications Long-term brand performance in service organizations extends beyond financial metrics and necessitates empowering service leadership, training for key performers, technological infrastructure and managing personal interactions and group dynamics. Originality/value This study is unique in applying a leadership motivation perspective and socio-technological theory to BTS’s long-term success, utilizing BTS fans’ views to examine and assess their success factors and outcomes.

Diane So-Hyun Park

Seung-Chul Kim

Paul Hong

Empowering leadership and socio-technological practices: an empirical investigation of BTS’s success

赋能型领导与社会技术实践：对BTS成功经验的实证研究

Purpose In recent years, there has been a “heritagisation” of pop culture, including music, whereby cultural institutions, such as galleries and museums in primarily Western countries, have run exhibitions based on pop culture to successfully market to a new audience of visitors. The purpose of this qualitative study is to explore the issue of the “heritagisation” of pop culture by museums and observe visitor response to a specific music-related exhibition, linking intangible and tangible elements of the exhibition to provide a framework to understand the visitor experience. Design/methodology/approach The purpose will be achieved by observing the “heritagisation” of pop culture in the literature and past exhibitions, proposing how cultural institutions have linked the intangible and tangible elements of music in pop culture for an exhibition and observe visitors' feedback from online comments posted on Tripadvisor undertaken during the original “David Bowie is” exhibition at the Victoria and Albert Museum (V&amp;A), London. Findings From the Leximancer analysis, a new conceptual framework for visitor experience at an exhibition was developed, which contains three visitor-related categories: pre-exhibition, exhibition space and exhibition experience, with five themes (tickets, exhibition, displayed objects, David Bowie and visitors) and 41 text concepts. Practical implications For cultural institutions the implications are that there can be opportunities to curate exhibitions on pop culture or music-related themes, which can include intangible and tangible elements, such as songs, videos, tickets, costumes, musical instruments and posters. These exhibitions can also explore the changing socio/political/historical/cultural background that contextualises pop cultural history. Originality/value This theory-building study advances the body of knowledge as it links music in pop culture and cultural institutions, specifically in this case a highly successful music-related exhibition at a museum, and provides a theoretical model based on tangibility elements. Further, it analyses museum visitor comments by using the qualitative software program, Leximancer, to develop a new conceptual framework for visitor experience.

David S. Waller

Helen J. Waller

Heritagisation of pop culture by museums and an analysis of visitor feedback

博物馆对流行文化的遗产化及游客反馈分析

Purpose This study examines the effect of both objective knowledge (i.e., what arts audience members actually know about art) and subjective knowledge (i.e., what arts audiences members think they know about art) on their propensity for experience-sharing (i.e., the tendency to share art-related experiences with other individuals). In addition, the study examines the role of culture (i.e., whether arts audiences belong to an individualistic or collectivistic culture) on the above-mentioned relationship. Design/methodology/approach Data were gathered through a field survey at a large contemporary art museum in Italy, conducted via a structured questionnaire and analyzed using multiple regression analysis. Findings Results indicate that both subjective and objective knowledge positively affect arts audiences’ propensity for experience-sharing, such as talking to others about a visit to an art gallery. Moreover, such effects appear to vary depending on culture: objective knowledge seems to positively influence experience-sharing when audiences belong to collectivistic cultures, whereas subjective knowledge seems to positively influence experience-sharing when they belong to individualistic cultures. Practical implications The study’s findings could motivate arts managers to emphasize the implementation of international communication strategies aimed at reinforcing arts audiences’ subjective and objective knowledge since these variables are positively associated with their propensity for experience-sharing with others. Originality/value This is the first study to assess the effects of objective and subjective knowledge, alongside the cultural dimensions of individualism and collectivism, on arts audiences’ propensity for experience-sharing.

Verdiana Chieffi

Marco Pichierri

Alessandro M. Peluso

Cristiana Collu

Gianluigi Guido

The effect of knowledge type and culture on arts audiences’ propensity for experience-sharing

知识类型与文化对艺术观众体验分享倾向的影响

Purpose This article examines how spectators describe their expectations of contemporary dance by referring to action. Through discussing a qualitative audience study, the article argues that spectators always have an expectation of being affected by performances they attend. This expectation can guide their interest in attending performances of certain genres instead of other possible ones on offer. Additionally, the article points out how spectators can actively manage their expectations in order to be affected. Design/methodology/approach The study is based on 21 in-depth interviews with spectators at a dance venue, a company and a festival in Finland. The analysis of the interviews combines thematic analysis with metaphor analysis. Employing the paradigm of enaction and the concept of affordances, this article approaches expectations as embodied and dynamic, created in interactions between artists, producers and spectators. Findings The analysis shows that when speaking about their expectations of performances, spectators use bodily and spatial metaphors. Focusing on metaphors reveals how, for the spectators, performances afford a possibility for action that affects them. The interviewed spectators describe that contemporary dance is “not set in its ways”, and therefore it keeps them “awake” and their thoughts do “not fossilize”. This way, they understand contemporary dance as a genre that affords a possibility to be affected by allowing a freedom of own interpretation and surprising experiences if they desire such. Originality/value Concentration on the metaphors of language offers a deeper understanding of the active nature of spectators' expectations. Understanding how spectators describe their expectations by referring to action that enables the shaping of their emotions and thoughts can help the development of arts marketing and audience engagement.

Saara Moisio

Expectation of being affected: an enactive perspective of spectators' expectations of contemporary dance

期待受影响：观众对当代舞蹈期望的具身视角

Purpose The twofold aim of this theory-building article is to raise questions about the ability of queer cinema to transform market culture and ideologies around gender and sexuality. First, the authors examine how the very capitalization of queer signifiers may compromise the dominant order from within. Second, the authors address how brands possibly can draw on these signifiers to project authenticity. Design/methodology/approach Through visual methods of film criticism and the semiotic analysis of three films (Moonlight, Call Me By Your Name and Portrait of a Lady on Fire), the authors outline some profound narrative tensions addressed by movie makers seeking to give an authentic voice to queer lives. Findings Brands can tap into these narrative attempts at “seeing the invisible” to signify authenticity. False sublation, i.e. the “catch-22” of commodifying the queer imaginaries one seeks to represent, follows from a Marcusean analysis. Practical implications In more practical terms, “seeing the invisible” is proposed as a cultural branding technique. To be felicitous, one has to circumvent three narrative traditions: pathologization, rationalization and trivialization. Originality/value In contrast to Marcuse's pessimist view emphasizing its affirmative aspects, the authors conclude that such commodification in the long term may have transformative effects on the dominant ideology. This is because even if something is banished to the realm of imagination, e.g. through aesthetic semblance, it can still be enacted in real life.

Jonatan Södergren

Niklas Vallström

Seeing the invisible: brand authenticity and the cultural production of queer imagination

看见无形之物：品牌真实性与酷儿想象的文化生产

Purpose To determine the impact of advergame specific factors on players’ brand recall and brand attitude by conducting two experimental studies. Design/methodology/approach Two 2 × 2 × 2 experiments were conducted in this study. Findings Individuals with high-cognition-demand reported superior brand recall for an advergame with prominent brand placements and low game-product analogy and a more favorable brand attitude for a prominently placed game with high game-product analogy than the low-cognition-demand individuals. Individuals with high advertising literacy reported higher brand recall but less favorable brand attitude for games with less game-rapidity but high product-involvement than those with low advertising literacy. Practical implications The research outcomes are highly significant for the marketing specialists, as choosing a communication tool that best fits the advertised product with regard to the content of the media is a planning stratagem that has been broadly used by the media designers. Originality/value This research mainly adds to the literature of online advertising, exclusively the advergames by probing the impact of game-specific and gamer-specific factors on brand recall and brand attitude. Also, this study supports comprehending the moderating roles of cognitive demand and advertising literacy on players’ cognitive and affective brand responses.

Devika Vashisht

Roles of cognition demand and advertising literacy in advergames

认知需求和广告素养在广告游戏中的作用

Purpose Assessing performance art has shifted toward an audience-centric approach, with various factors impacting audiences’ holistic experiences in a theater. Existing theater marketing research has predominantly focused on servicescapes, leaving a research gap regarding audiences’ spatial experience within theater buildings. Design/methodology/approach To address this gap, this case study collected crowdsourced data from mainstream social media platforms, including rating scores, textual reviews and reviewer-uploaded photos. The aim was to explore to what extent the theater architecture design impacted audiences’ theatrical experience. The old and new facilities of the case study theater were compared, and a series of quantitative and qualitative techniques were applied for data analysis, including statistics, content analysis, sentiment analysis and thematic analysis. Findings The study identified five major themes in social media review: the show, architectural design and attributes, staff and service, neighborhood and amenities, and financial consideration. Comments about theater architecture constituted a substantial portion of reviews, with seating comfort, intimacy and stage visibility being frequently discussed features. Seven subthemes related to architectural design emerged as key contributors to audiences’ spatial experiences, including aesthetics, design and spatial configuration; the bar and lobby; the new facility; seats; sets and stage; acoustics; and intimacy and atmosphere. Originality/value The study places the individual experiences of audience members as central and uses an inductive approach to analyze their self-generated data. The research results offer valuable insights into theater design and confirm the belief that architectural design has a significant impact on the overall theatrical experience of audiences.

Shan Jiang

Marcene Kinney

Christopher Yost

Architecture matters: exploring audiences’ holistic theatrical experience through social media reviews

建筑至关重要：通过社交媒体评论探索观众的全面戏剧体验

Purpose To understand how three features of online consumer reviews - the strength of persuasiveness in online consumer reviews (argument quality), the number of online consumer reviews (volume of reviews), and source credibility – are related to the behavioural intentions in the movie consumption context. Besides, the present study aims to explore intergenerational differences (X, Y, and Z) in the patterns of association between three characteristics of online consumer reviews (argument quality, volume of reviews, and source credibility) and an individual’s choice of a movie intended to be watched. Design/methodology/approach The study sample ( n = 518) was recruited from a population of users of IMDb living in Bosnia and Herzegovina. Structural equation modelling and multi-group analysis were used to test the proposed hypotheses. Findings The results revealed that argument quality, the volume of reviews, and source credibility of movie-related online consumer reviews are positively related to the intention to watch a movie for all three generational cohorts (X, Y, and Z). Regarding biases in processing information cues, our findings indicate that movie viewers from all three generations (X, Y, and Z) make inferences between source credibility and argument quality. However, biases in the relation between the volume of reviews and the argument quality were found only among X-ers and Y-ers but not among Z-ers. Originality/value The present study contributes to the eWOM research stream by examining the role of different characteristics of online consumer reviews (argument quality, the volume of reviews, and the source credibility) in movie consumption. Moreover, it sheds light on how argument quality, the volume reviews and the source credibility interact with the behavioural intentions of different generations and whether these interactions exhibit similarities or differences across three distinct generation cohorts: X-ers, Y-ers, and Z-ers.

Adi Alić

Merima Činjarević

Influence of movie-related online consumer reviews on movie choice: are there generational differences in processing information cues?

电影相关在线消费者评论对电影选择的影响：信息处理线索是否存在代际差异？

Purpose This paper aims to analyze the relationship between watching dance and mood enhancement considering potential differences across gender and age brackets. Design/methodology/approach Exploratory research was undertaken through a personal survey, using a structured questionnaire on a large sample of young participants between 18 and 35 years old, split into generational cohorts (Millennials or Generation Y and Centennials or Generation Z). Quota sampling (gender and age) was the method used to select respondents. Findings Results show that after watching dance, more positive mood changes were observed in general. However, they were stronger among women and younger Millennials. These findings are important as they open a new area of study; show the effects of culture on people; and help design programming strategies to enlarge audiences. Originality/value The effects of specific forms of arts and cultural participation on people’s moods have been analyzed from a diversity of disciplines. In the case of dance, studies have tested this relation among practitioners (active participants) but not among viewers (attendees) as this paper does.

Manuel Cuadrado-García

Maja Šerić

Juan D. Montoro-Pons

Dance consumption and mood changes: Examining the role of gender and generational cohorts

舞蹈消费与情绪变化：探究性别和代际群体的作用

Abbreviation	AAM
Journal Impact	0.64
Quartiles(Global)	BUSINESS(Q4)

Publication Information	Publisher: Emerald Publishing，Publishing cycle: ，Journal Type: journal，Open Access Journals: No
Basic data	Year of publication: 2015，Proportion of original research papers: 100.00%，Self Citation Rate:0.00%， Gold OA Rate: 17.39%

Arts and the Market

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Share Submission Experience

Empowering leadership and socio-technological practices: an empirical investigation of BTS’s success

Heritagisation of pop culture by museums and an analysis of visitor feedback

The effect of knowledge type and culture on arts audiences’ propensity for experience-sharing

Expectation of being affected: an enactive perspective of spectators' expectations of contemporary dance

Seeing the invisible: brand authenticity and the cultural production of queer imagination

Empowering leadership and socio-technological practices: an empirical investigation of BTS’s success

Roles of cognition demand and advertising literacy in advergames

Architecture matters: exploring audiences’ holistic theatrical experience through social media reviews

Influence of movie-related online consumer reviews on movie choice: are there generational differences in processing information cues?

Dance consumption and mood changes: Examining the role of gender and generational cohorts

ISSN	2056-4945, 2056-4953
h-index	8