E-WOM and Online Reviews. A Netnographic Analysis: Taylor Swift’s - Eras Tour

Abstract

This study explores customer engagement in Taylor Swift’s Eras Tour, analyzing Ticketmaster reviews to observe audience sentiment in electronic word-of-mouth (eWOM). Through a qualitative netnographic approach, the research uncovers the profound affectional affinity between Taylor Swift and her fans the “Swifties”, underscores the impression of digital interactions and revealing the presence of emotional filtering in consumer perceptions. In like manner, customer (audience) engagement fuels the tour's popularity, with digital exchanges amplifying fan participation and shaping the concert experience. As audiences shift from passive consumers to active contributors, online reviews reflect genuine feedback that deserves acknowledgement. Hence, the Eras Tour illustrates how positive eWOM seemingly tries to protect Taylor Swift’s image and strongly represent fan attachment. Contrary to previous research, this thesis demonstrates that while such negative feedback on Ticketmaster’s platform and logistics exists, it does not defame the overall star ratings, eWOM or the tour’s success, primarily due to pre-existing fan loyalty. The study proposes a refined thematic framework for analyzing online reviews and offers contemporary insights for event management and communication studies. Finally, future research should further investigate on digital patterns in global creative industries that demand high consumer involvement and rapid response. Ethical advancements should be pursued to ensure more responsible business practices.