Understanding Audience Behavioral Intentions at Live Music Concerts: Evidence from Lebanon

(disponible en anglais seulement)

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Nada Jabbour Al Maalouf, Elie E. Sayegh, Peter El Moujabber, Georges Jalkh

Nada Jabbour Al Maalouf, Ph.D., is an Assistant Professor at the Holy Spirit University of Kaslik (USEK), Lebanon, where she heads the Doctoral Commission and the Administrative Research Unit for Business Sustainability and Social Impact. A former Fulbright Research Scholar at The Catholic University of America, her research spans behavioral finance, FinTech, consumer behavior, sustainability, and organizational resilience.
Elie E. Sayegh is a Senior Lecturer in Marketing with over 40 years of experience in teaching, research, and applied consultancy. His expertise spans strategic marketing, marketing research, consumer behavior, and portfolio strategy. He has published in academic journals, supervised numerous MBA theses, and advised organizations on marketing strategy, portfolio management, and export development across Lebanon and international markets.
Peter El Moujabber, Ph.D., is an Adjunct Faculty member at the USEK Business School, Holy Spirit University of Kaslik (USEK), Lebanon. His research interests center on digital marketing, social media communication, and consumer behavior. He is actively engaged in academic research and has contributed to the literature through publications in international peer-reviewed journals.
Georges Jalkh, Ph.D., is Vice-Rector for Administration and Associate Professor at Antonine University, Lebanon. With a background in business management, marketing, and higher education, he combines academic expertise with institutional leadership and administrative responsibilities. His work spans teaching, research, entrepreneurship, and university governance, with a particular interest in management, marketing, innovation, and organizational development.

ABSTRACT:
Live music concerts provide immersive experiences shaped by performance quality, social interaction, and emotional engagement. Drawing on the Stimulus–Organism–Response framework, this study examines how six experiential dimensions influence future concert attendance intentions through flow experience. Data from 410 Lebanese concert attendees were analyzed using PLS-SEM. All six dimensions positively influenced flow experience, which significantly predicted attendance intention. Mediation analysis revealed significant indirect effects across all dimensions, with flow acting as a partial mediator for most relationships. The findings highlight the importance of performer quality and psychological immersion in shaping audience behavior within Lebanon’s distinctive socioeconomic context.
KEYWORDS:
Live music concerts; flow experience; behavioral intentions; S–O–R framework; Lebanon