Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBCs), above all, channelled through social media platforms. Although the literature on festivals has analysed engagement in VBCs, this study provides an in-depth observation of the profiles of festival VBCs users, how they modulate engagement attributes and behaviours and how these relate to their engagement focus, highlighting festival branding while also considering other main focuses (i.e. social capital creation and place-making). Thus, this article aims to characterize these elements in festivals’ VBCs through a multidimensional analysis of nearly 2150 entries in the Twitter and Facebook VBCs of one of the most prominent music festivals in Europe, Sónar (Barcelona). Moreover, it does so through a longitudinal observation covering a whole year, showing the relevance of ongoing communication to festival success. The results show the benefits (for organizers as well as other users) of understanding these elements and their mutual relationships.

中文翻译：

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分解和关联节日虚拟品牌社区中的用户参与度：对Sónar的Twitter和Facebook的分析

音乐节品牌正在经历一场革命，这一革命基于虚拟品牌社区（VBC）中新的交流行为的整合，尤其是通过社交媒体平台进行的传播。尽管有关节日的文献已经分析了VBC的参与度，但本研究提供了对节日VBC使用者概况的深入观察，他们如何调节参与度属性和行为以及它们如何与他们的参与度相关，着重强调了节日品牌化，同时还考虑了其​​他因素。主要重点（即社会资本的创造和场所营造）。因此，本文旨在通过对欧洲最著名的音乐节之一Sónar（巴塞罗那）的Twitter和Facebook VBC中近2150个条目进行多维分析来表征音乐节的VBC中的这些元素。此外，它通过对整整一年的纵向观察来做到这一点，从而表明持续交流与节日成功之间的关系。结果表明（对于组织者和其他用户）了解这些元素及其相互关系的好处。