Exploring the Role of Digital Marketing in Enhancing Visibility and Audience Engagement for Faith-Based Performing Arts
A Study of Sight & Sound Theatres, USA
Main Article Content
Abstract
Digital marketing has fundamentally reshaped how faith-based performing arts organizations connect with their audiences and convey their mission. Focusing on Sight & Sound Theatres in the United States, this study employs a qualitative content analysis of digital platforms, including websites, social media channels, and video promotions, to reveal innovative strategies that merge authentic faith-based storytelling with high-quality visual production. The analysis demonstrates how emotionally charged narratives and behind-the-scenes content work in tandem with dynamic visuals, such as elaborate set designs and intricate costumes, to create immersive, multisensory experiences that resonate with diverse audiences. Grounded in Kotler and Scheff’s arts marketing model and Pine and Gilmore’s experience economy theory, the findings highlight that tailored social media strategies across platforms like Facebook, Instagram, and YouTube not only facilitate effective audience segmentation and community building but also drive seamless conversion from engagement to ticket sales through clear calls to action and data-driven insights. This study’s unique contribution lies in its comprehensive examination of how a faith-based performing arts organization integrates digital marketing with mission-driven content, thereby providing a replicable model for cultural institutions aiming to thrive in a competitive digital landscape. By bridging the gap between traditional theatrical experiences and modern digital engagement, the research offers new insights into the intersection of spirituality, art, and technology, enriching the body of knowledge in both digital marketing and arts management while guiding practitioners toward sustainable and impactful strategies.
Article Details
Copyright (c) 2025 Olumide Joshua Oki, Omolara Florence Ayoola, Sunday Festus Adetoro (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Olumide Joshua Oki, Lead City University, Ibadan, Nigeria.
Department of Performing Arts, Music and Film Studies,
Lead City University, Ibadan, Nigeria.
Omolara Florence Ayoola, Lead City University, Ibadan, Nigeria.
Department of Performing Arts, Music and Film Studies,
Lead City University, Ibadan, Nigeria.
Sunday Festus Adetoro, Mount Zion Institute of Christian Drama, Ile-Ife, Osun State, Nigeria.
Mount Zion Institute of Christian Drama, Ile-Ife, Osun State, Nigeria.
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