Ticket sales at performing arts organizations have decreased significantly since 2002. As donations by benefactors and grants from state and federal agencies are not primary revenue streams for arts organizations, falling ticket sales is a critical business problem. This quantitative correlational study used the Unified Theory of the Adoption and Use of Technology (UTAUT) as a framework to identify relationships between social media usage by arts audiences and ticket sales at small nonprofit performing arts organizations. A systematic random sampling technique was used to collect surveys from adult audience members (n = 260) at three participating theatres. Principal Component Analysis (PCA) identified four major components, and the final model explained 83.3% of the variance. Spearman’s Rank Correlation found statistically significant positive relationships between performance expectancy, effort expectancy, social influence, and facilitating conditions and social media usage and a statistically significant negative relationship between social media usage and the season membership status of arts audiences. Ordinal regression of the moderating variables age, gender, education level, and previous experience with social media found no statistically significant effect on the relationship between UTAUT and social media usage. Binary logistic regression found age only had a statistically significant effect on the relationship between social media usage and season membership status. This study addresses a gap in the literature as both social media and arts audiences are relatively new areas for UTAUT research. Small nonprofit performing arts organizations may leverage the relationships identified in the research to incorporate social media into strategic plans, which may lead to increased ticket sales.
|Commitee:||Caraballo, Ervin, Rivero, Orlando|
|Department:||Business and Technology|
|School Location:||United States -- Minnesota|
|Source:||DAI-A 77/08(E), Dissertation Abstracts International|
|Subjects:||Business administration, Theater, Web Studies, Theater Companies and Dinner Theaters|
|Keywords:||Nonprofit, Performing arts, Social media, Strategic planning, Utaut|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be