Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBC), above all channelled through social media platforms (Hudson & Hudson, 2013; MacKay, Barbe, Van Winkle, & Halpenny, 2017). Although generic literature (Dessart, Veloutsou, & Morgan-Thomas, 2015) has highlighted the role of user engagement in VBC, there are no in-depth analyses of how users modulate engagement attributes and behaviours and how they are related to festival branding, as well as other possible and sometimes interrelated drivers (social capital creation, place making). Thus, this paper aims to characterise these elements in festivals’ VBC to cover these shortcomings. This proposal performs a multi-platform, multi-period, multi-user and mixed-method analysis of nearly 2,150 references in the Twitter and Facebook VBC of one of the most prominent music festivals in Europe, Sónar (Barcelona). Results show the benefits for organisers (and other relevant users) of jointly understanding these elements (and their mutual relationships) with the aim of retaining various positive economic and social impacts.

This experiment was carried out at paddy field (commercial silty loam soil) in the southwestern Korea. Pungsannamulkong, a determinate growth habit, was a relatively high yielding and late maturing cultivar, and Han­namkong, a semi determinate growth habit, was a relatively low yielding and early maturing cultivar. Seeds were sowed at two plants and with a planting density of 70~times10cm on May 26, 2003. Fertilizer was applied prior to planting at a rate of 3.0-3.0-3.4g (N-P2O5-K2O)~;per~;m2 by all basal fertilizations. Experimental design was a randomized complete block with three replications. Seed yield was higher in Pungsannamulkong by 362g per m2 than in Hannamkong of 260g per m2 Also, the number of pod, number of seed, and number of seed per pod were greater in Pungsannamulkong than in Hannamkong. The number of leaves per m2 showed similar with two soybean cultivars up to August 24 but thereafter it decreased in Hannamkong. The leaf area up to August 4 increased in Hannamkong higher than in Pungsannamulkong, but after that time, Pungsannamulkong had greater leaf area than Hannamkong. The shoot and leaf dry matter of two soybean cultivars from June 23 to August 4 were similar but thereafter, Pungsannamulkong had a significantly greater than Hannamkong. Crop growth rate (CGR), relative growth rate (RGR) and net assimilate rate (NAR) for Punsannamulkong were relatively higher than Hannamkong but leaf area ratio (LAR) and specific leaf weight (SLW) showed higher in Hannamkong. Most of leaves distributed in the ranges of 80-90cm and 60-70cm from the soil surface in Punsannamulkong and Hannamkong, respectively. Pods of Punsannamulkong ranged 10-80cm from the soil surface and most of pods were distributed at 40-50cm. Photosynthetic rate at the flowering stage showed a significant difference between cultivars in the upper most leaf position. There was no significant difference of the photosynthetic rate at 7tn leaf at the flowering stage, and the uppermost and 7th leaf position at the seed development stage between two soybean cultivars.