This study presents a systemic review of evidence-based engagement research and develops a best practices model for the online engagement of musical artists or entertainers. Findings show that online engagement is best maximized for artists and entertainers by creating online postings that contain artist authenticity, intimacy, insider commentary, and a quick response time to posts. An applied model or application is presented as best practices for online engagement, as well as the tools for building a long-term fan community.
Keywords: online engagement, artist engagement, online fan base, parasocial engagement, music industry, social media
Herrera, David. “Parasocial Engagement for Musicians and Artists: A Systemic Review of Theoretical Foundations with Applications.” Journal of the Music and Entertainment Industry Educators Association 17, no. 1 (2017): 13-30. https://doi.org/10.25101/17.1.