TY - THES AU - Vitasse, Alexia T1 - Effective Event Promotion Through Social Media DA - 2015 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - van Stiphout, Janine AB - With the rise of social media and the acceptance of social media as a marketing tool, this thesis strives to discover what makes an effective social media strategy for event promotion, more specifically for music-event promotion in Switzerland. This study aims to discover what the industry defines as an effective strategy, how to measure the success of a strategy and how to build an important following on social media channels. Good News Productions AG is the Swiss leader in the concert and live-entertainment industry. They produce over 100 shows a year and strive to be innovative in order to stay not only present, but also the leader in the Swiss industry. Through extensive research and qualitative research in the form of expert interviews, a twopart strategy is deduced and recommendations are made to the company. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -