Audience Engagement Model pada Konser Daring dengan Teknologi AR (original) (raw)

Asian Journal of Entrepreneurship and Family Business

This research aims to explore how the "audience engagement model" in online K-POP concerts assisted by Augmented Reality (AR) technology affects non-fans in Indonesia. Based on the findings, it was discovered that there are changes in attributes in each phase of engagement. Across all phases from point of engagement to disengagement, there were changes in the number of attributes, totaling 27 attributes, compared to the previous engagement model which had only 17 attributes. Therefore, there are 11 new attributes, including attention, awareness, challenge, control, curiosity, interactivity, positive affect, negative affect, admiration, feedback, and special interest. Furthermore, this research also refines the meaning and explanation of the loops and dots in the previous engagement model. The limitation of this study is that there have been rapid technological advancements, particularly in the organization of music concerts, within a short period of time. The research was ...