How Sustainable Social Media Advertising Affect Visitors’ Decision to Attend a Festival Event?
Round 1
Reviewer 1 Report
Althought the study is very interested, it lacks methodological rigor to be published. The study was carried out in July 2018. Social media use has changed a lot since then. I consider the research not up to dated. The questionarie is not validated. The sample is not representative. Figure 1 must be improved. It is unreadable. In order to improve the paper you should: (1) Explain instrument and its validation process (2) Justify why a reasearch carried out in 2018 adapts to current context (3) Reconsider the sample.
Author Response
Please find the attached file, "Author's response to Reviewer 1" that answers every request and comment from Reviewer 1. Thank you.
Author Response File: 
Author Response.pdf
Reviewer 2 Report
Thank you very much for the opportunity to review this manuscript: "How Sustainable Social Media Advertising Affect Visitors' Decision Making of Attending Music Festival?", which proposes to examine the relationship between the use of social media advertising and the purchase of music festival tickets, i.e. the role of music festival advertisements on social media in persuading consumers to purchase music festival tickets. The topic covered in the paper is potentially interesting and presents novelties for both academia and society, especially for the global festival industry. However, in the introduction, besides the contextualisation and the research question having been clearly clarified, it is important that the authors clarify the research gap that the work comes to answer, besides it is considered adequate to include the presentation of the content/structure of the paper.
It is also suggested in the theoretical framework, which was conducted with important and current references of the debate on the subject, that the research hypotheses are stated there, removing them from the methodology. Regarding the methodology, it is considered that there are problems with the sample, in terms of size and representativeness, considering a convenience and non-random sample, which does not allow the generalisation of the results. It is also observed that the statistical techniques could have gone further, namely through a correlation analysis of the variables, statistical inference and even the use of multiple linear regressions for a more robust validation of the defined research hypotheses. Additionally, the inclusion of a table with the items of the questionnaire, as well as the information on the statistical measure used to confirm the reliability of the sample, is deemed appropriate. With regard to the discussion of the results, it is deemed necessary to include in addition to the results obtained in the study a comparison with the findings demonstrated in previous studies. The paper adequately presents the practical implications for the festival industry as well as the main theoretical contributions, augmenting the marketing and festival literature.
Thus, this paper presents a theme with interest and relevance for the academy and the industry of festivals. The authors are congratulated for their work and for the relevance of the investigated theme, considering that the paper after the inclusion of the suggestions here presented will be in conditions to be accepted for publication in this journal.
Author Response
Please find the attached file, "Author's response to Reviewer 2" that answers every request and comment from Reviewer 2. Thank you.
Author Response File: Author Response.pdf
Round 2
Reviewer 1 Report
I accept the publication of the revised version
Reviewer 2 Report
Given that the authors have incorporated the suggestions given in the review report, it is considered that the article can be accepted for publication in this journal.
