id	author	title	date	pages	extension	mime	words	sentence	flesch	summary	cache	txt
ertr-129	Garay, Lluis; Morales, Soledad	Users' Engagement and Drivers in Music Festivals' Virtual Communities. A methodological proposal to understand the Case of Sonar, Primavera Sound and BAM Festivals in Barcelona	2018	5	.pdf	application/pdf	2329	121	40	And, it is in relation to these drivers that it is possible to reconnect users' behaviour with the brand construction process, including festival brands. 2 Conceptual Background 2.1 Festivals' virtual communities and their contents: Festival branding, Place Making and Social Capital creation Festivals, as tourism products, are important resources in the adoption of destination branding strategies (Richards & Wilson, 2004) that seek to transform fixed cultural capital into competitive advantage.	cache/ertr-129.pdf	txt/ertr-129.txt