Zhodnocení využití platformy Openstage v přímé komunikaci s fanoušky hudební skupiny

Abstract

This bachelor’s thesis examines the use of the Openstage platform in the communication between the band Only The Poets and its fan base. The aim of the thesis was to evaluate how the platform is used, its benefits for fans, and the relationship between platform usage and fan activity regarding the band. The theoretical part of the thesis focuses on marketing communication in the music industry, digital communication, and fan engagement in the online environment. The practical part is based on a quantitative questionnaire survey conducted among fans of the band Only The Poets. The collected data was analyzed using descriptive statistics and selected statistical methods. The thesis focuses primarily on the use of the Openstage platform, fans’ perceptions of its communication, and factors influencing its use. The thesis also includes recommendations for more effective use of the platform in the band’s communication.