Marketing Broadway to a New Generation - Tik Tok and Gen Z

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Author
Henry, Ceyla
Keyword
First Reader Maria Guralnik
Senior Project
Semester Spring 2022
Readers/Advisors
Guralnik, Maria
Term and Year
Spring 2022
Date Published
2022

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URI
http://hdl.handle.net/20.500.12648/11520
Abstract
This paper examines factors contributing to younger audience attendance and participation in musical theater with a particular focus on how social media, specifically TikTok, plays a significant role. The following paper is based on existing scholarship in arts marketing, social media, and generational research. In addition to bringing together diverse secondary sources in these fields, a survey was conducted to gather and analyze data that can be used to strengthen and support the effective integration of this digital platform in building new audiences for theater.
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