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Alexis Stewart Thesis 2024.pdf (11.76 MB)

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ETD Abstract Container

Abstract Header

Discovering Generation Z's Boycotting Behaviors Within the Event Ticketing Industry

Stewart, Alexis V.
http://orcid.org/0009-0007-7660-7027
http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1714150058911259

Abstract Details

2024, Bachelor of Business Administration (BBA), Ohio University, Business Administration.
This thesis explores how Generation Z’s boycotting behaviors and negative word-of-mouth tendencies are affected by a service failure and recovery within the live music event ticketing industry. Using a sample collected from the Ohio University Marketing Research Pool, I administered a survey from Qualtrics with the goal of answering the research questions, “What are Generation Z’s attitudes towards and tendencies to boycott within the event ticketing industry?”, and “Does an apology from the artist or ticketing company impact Generation Z’s attitudes towards boycotting?”. I presented them with a service failure and recovery scenario in which a ticketing company’s site crashed while they were trying to buy tickets to a concert for their favorite artist and each respondent received an apology from the artist, apology from the ticketing company, or no apology. Then the respondents were presented with questions related to their satisfaction, their willingness to boycott the artist, ticketing company or both, their viewpoint on boycotting the artist ticketing company or both, and their willingness to participate in negative word-of-mouth about the artist, ticketing company or both. Through a series of independent sample t-tests to determine how receiving an apology affected the way the respondents answered, the presence of an apology increased the respondents’ level of satisfaction. Additionally, an apology from the artist rather than the ticketing company resulted in higher levels of satisfaction. The final core finding was that related to the respondents’ viewpoint and likelihood to boycotting the artist, ticketing company or both, their likelihood to participate in negative word-of-mouth about the artist, ticketing company or both was unaffected by the presence of an apology. This research just begins to explore Generation Z’s boycotting behaviors and negative word-of-mouth tendencies within the live music event ticketing industry and leaves room for future research on the topic.
Jessica Weeks (Advisor)
88 p.
Marketing
Service Failure and Recovery; Live music Ticketing Industry; Boycotting Behavior; Negative Word-of-mouth; Generation Z

Recommended Citations

Citations

  • Stewart, A. V. (2024). Discovering Generation Z's Boycotting Behaviors Within the Event Ticketing Industry [Undergraduate thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1714150058911259

    APA Style (7th edition)

  • Stewart, Alexis. Discovering Generation Z's Boycotting Behaviors Within the Event Ticketing Industry. 2024. Ohio University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1714150058911259.

    MLA Style (8th edition)

  • Stewart, Alexis. "Discovering Generation Z's Boycotting Behaviors Within the Event Ticketing Industry." Undergraduate thesis, Ohio University, 2024. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1714150058911259

    Chicago Manual of Style (17th edition)

ouhonors1714150058911259
134
© 2024, all rights reserved.
This open access ETD is published by Ohio University Honors Tutorial College and OhioLINK.