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SPONSORSHIP CONGRUITY AND ATTITUDE TOWARDS ADVERTISING IN MUSIC FESTIVALS: THE ROLE OF TRUST AND SOCIAL MEDIA ENGAGEMENT

The number of festivals is increasing all over the world. Most people search for living moments and experiences that will retain in their mind and shared in social media. At the same time, social media change daily habits of people, special younger ones. In this study, in the context of music festivals, it is analyzed the relation among trust, attitude toward "new" advertising, and congruence between the sponsoring brand and the event as influencing factors in social media engagement. Results show that trust in the sponsoring brand of an event is explained by the congruence between the sponsoring brand and the event and by the attitude of individuals to creative brand advertising. On the other side, in social media engagement, consumption is influenced by congruence, by the attitude of individuals to advertising and by trust. These results show that sponsorship congruity and attitude toward advertising have effects on consumption and trust. Thus, brands should look with special attention to the events before they sponsor them.