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Branded app implementation at the London symphony orchestra

Gosling, VK; Crawford, G; Bagnall, G; Light, BA

Authors



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.

Citation

Gosling, V., Crawford, G., Bagnall, G., & Light, B. (2016). Branded app implementation at the London symphony orchestra. Arts and the Market, 6(1), 2-16. https://doi.org/10.1108/AAM-08-2013-0012

Journal Article Type Article
Publication Date May 3, 2016
Deposit Date Nov 19, 2014
Publicly Available Date Jun 15, 2016
Journal Arts and the Market
Print ISSN 2056-4945
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 6
Issue 1
Pages 2-16
DOI https://doi.org/10.1108/AAM-08-2013-0012
Publisher URL http://dx.doi.org/10.1108/AAM-08-2013-0012
Related Public URLs http://www.emeraldinsight.com/loi/am
Additional Information Additional Information : Arts and the Market previously published as Arts Marketing: An International Journal

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