Connected Consumers: the Influence of Temporal Sense of Community, Socio-Emotional Experience, and Satisfaction on Event Loyalty

Steffen Jahn, Chemnitz University of Technology, Germany
Jan Drengner, Chemnitz University of Technology, Germany
Hansjoerg Gaus, Saarland University, Germany
T. Bettina Cornwell, University of Oregon, USA
With their potential to bring consumers together surrounding a shared interest, live events reveal latent consumption communities. Survey results of a music festival show that a positive socio-emotional experience and a temporal sense of community while attending the event are strong predictors of repatronage and are more explanatory than traditional measures such as overall satisfaction.
[ to cite ]:
Steffen Jahn, Jan Drengner, Hansjoerg Gaus, and T. Bettina Cornwell (2011) ,"Connected Consumers: the Influence of Temporal Sense of Community, Socio-Emotional Experience, and Satisfaction on Event Loyalty", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 556-558.