Customer interaction and engagement: A theoretical exploration of live promotional tactics in the arts

Chinweizu Oham 1, * and Onyinye Gift Ejike 2

1 Independent Researcher; NY, USA.
2 The Velvet Expression, Lagos, Nigeria.
 
Review Article
Magna Scientia Advanced Research and Reviews, 2024, 12(01), 166–175
Article DOI: 10.30574/msarr.2024.12.1.0170
Publication history: 
Received on 04 September 2024; revised on 13 October 2024; accepted on 15 October 2024
 
Abstract: 
This paper explores the evolving role of live promotional tactics in enhancing customer interaction and engagement within the arts sector. It begins with an overview of customer engagement theories and their relevance to live events, highlighting the unique opportunities live interaction models present. The paper then examines various live promotional strategies, using case studies to demonstrate how these tactics have been successfully implemented to create immersive and interactive experiences. Challenges such as logistical, financial, and audience-related obstacles are discussed, alongside opportunities offered by digital platforms and tools. The paper concludes by offering recommendations for optimizing live promotional tactics to maximize customer engagement, emphasizing the role of personalization, sustainability, and emerging technologies such as artificial intelligence. These findings underscore the importance of live promotional tactics in fostering deeper audience connections and driving long-term loyalty in the rapidly evolving digital landscape of the arts.
 
Keywords: 
Live promotional tactics; Customer engagement; Audience interaction; Digital platforms; Arts promotion; Immersive experiences
 
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