UCLouvain UCLouvain 2078.1/thesis:21935 The Show Must Go On: Young consumers’ virtual live music event experiences during COVID-19 Ducarroz Caroline Ducarroz, Caroline aut UCLouvain, Louvain School of Management, Lourim Albinsson Pia Albinsson, Pia aut Appalachian State University FT-A01 2023 Anglais en Music enhances consumer wellbeing. Often used as entertainment and atmospherics in various servicescapes, in the advent of COVID-19, live music experiences as the world knew it changed for the foreseeable future. In this article, we investigate the way young consumers engage with virtual live music events (VLME) during COVID-19, by using logistic regression modeling. We present factors that determine the probability to attend a VLME during COVID-19, to attend a VLME post-COVID-19, and to have a willingness to pay (WTP) for a VLME. In the Internet age, VLME could represent a post-COVID opportunity for the cultural sector, if consumers consider it as a real option, and not only a second choice in a pandemic context. Music Consumer Behavior COVID-19 Virtual Live Music Events Willingness-to-Pay journal Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2023 Springer, Cham. New York, USA. http://hdl.handle.net/2078.1/thesis:21935 hdl:2078.1/thesis:21935 doi:10.1007/978-3-031-24687-6_46 2078.1/thesis:21935 2019-08-16T12:42:18Z 2023-06-15T04:38:19Z Ducarroz, C., &amp; Albinsson, P.. (2023). <i>The Show Must Go On: Young consumers’ virtual live music event experiences during COVID-19</i>. Springer, Cham.. https://doi.org/10.1007/978-3-031-24687-6_46 info:eu-repo/semantics/openAccess