College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Recreation, Parks, and Tourism Administration Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Date
3-2025
Primary Advisor
Brian Greenwood, College of Agriculture, Food and Environmental Sciences, and Recreation, Parks and Tourism Administration (RPTA)
Abstract/Summary
Music has the power to bring people together and create connections. Every year, music fans and artists eagerly anticipate celebrating their love for music at the Grammy Awards through performances, receiving awards, or simply attending. The Grammys serves as the ultimate celebration, uniting people to honor and celebrate all things music. The purpose of this study was to examine the digital marketing strategies of the Recording Academy’s Grammy Awards. Data on digital marketing was collected through a case study and an instrument developed by the researcher. The results of this study highlights the effectiveness of the Grammys’ digital marketing strategies, specifically in areas of social media, the Grammy’s website, and influencers.
URL: https://digitalcommons.calpoly.edu/expindsp/39
Proof of Payment