Green the Crowd. Communicating Sustainability through Open Air Music Festivals

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The thesis explores the intersection of offline and online marketing strategies within the context of sustainability and management. It emphasizes the significant advantage of having a large, engaged audience at live events, highlighting the potential for effective marketing in such settings. The research, conducted at Carl von Ossietzky University, delves into how businesses can leverage this captive audience to enhance their marketing efforts and promote sustainable practices. The work is graded highly, reflecting its academic rigor and relevance.