In my individual section of the research project, I focused on online promotion towards street dance (i.e. Hip Hop, Breaking) events in Hong Kong.
I have used both quantitative and qualitative methods: Handing out an online survey and conducting a focus group interview. My group has received over 50 responses for our survey and conducted our focus group interview with 3 people.
Quantitative Analysis
Figure 1. Most Used Online Platform for Promotion
In Figure 1., over 15 participants selected Instagram and Facebook as the top 2 online platforms, with also YouTube being in the same rank but is not seen in this graph. Twitter and Snapchat were ranked the lowest for barely being used or never. Twitter has received the most responses for never being used as an online platform for promotion. This shows that Facebook and Instagram is the most commonly used online apps in terms of online promotion.
Figure 2. Attractiveness of Street Dance Events
Over 30 of the participants selected that what attracts them to these events would be the venue and the popularity of the event. Good promotion strategies came second while DJ came in third. This shows that events will only be more popular based on how they advertise their event and also the music that is involved in the event.
Figure 3. Improve the Popularity of Street Dance Events
In Figure 3., “Connect more with the fans on their event page” received over 30 responses for how it is beneficial, and having ads on bigger online platforms and government support came in second. The Figure also shows that participants think it is not necessary to have an app for these events specifically.
The 51 participants were as follows:
- 46% Male and 54% Female
- Majority were 21-23 year old’s
- 84% from Hong Kong, 12% Australia, 4% Others
Based of their demographic background, this suggests that the participants were having a local perspective on the issue, while a minority may be referring to their own’s country’s technological environment.
After the survey results, I felt some of the questions were too broad and was not specific enough to draw up a finalized answer.
Hence, I planned to ask a more specific questions in my focus group interview.
I decided to go more in depth of the promotion strategies and what attracts individuals to attend these events. I also asked questions about their knowledge of street dance events, to see their general knowledge for this particular area.
The following questions asked in the interview:
- Do you know that street dance events rely heavily on online promotion?
- In your opinion, which social media do you think is most suitable for promoting street dance events? Why?
- These events are not as massive as other events (i.e. Clockenflap). What do you think these events are missing in terms of promotion compared to those wide scale events?
- Would you go to these events?
- What would make you want to go these events?
From my survey results, it has informed to me that there were multiple answers but was not able to predict a finalized answer from the results.
Here are the results from the focus group interview:
Figure 4. Focus Group Interview Results
Qualitative Analysis
Based off the focus group interview results, there are several patterns that can be spotted. It is seen that the participants do not have any general knowledge of street dance events, showing how these events are in a niche market. The participants are also willing to go to these events if it is on a more massive stage or if they have any peers joining the event, as support. They also agree that Facebook is a suitable online platform to promote street dance events as Facebook allows organizers to create an event page and also post videos without any time limit as compared to Instagram with their 1 minute max duration.
However, the responses of the participants were too broad to draw up a more specific conclusion for any further research development in the future. Despite the broadness of the responses, this has still helped with my research process as it provided a clearer view on how the general public knows about the street dance events and how online promotion can be improved tremendously.
The Erryl Classicz 