Acquiring a digital audience for theaters - Looking through the lenses of customer equity and empirical research

The aims of this paper are to: 1) outline and discuss the framework for linking theater e-marketing with customer equity; 2) assess the impact of digital theater services on the metrics connected with Customer Lifetime Value. The results of empirical research suggest that art-oriented young Internet-users, who do not attend traditional theaters, can be attracted to digital theater services. Digital services can influence the potential patron´s engagement in the theater´s website, favorable word-of-mouth, and also their intention to visit traditional performances.