Espartel, Lélis BalestrinVieira, Isabella Bailly2025-10-082025-10-082024-11http://hdl.handle.net/10400.26/58962As technology rapidly advances, its impact on various aspects of society becomes increasingly studied. In the entertainment market, this influence is particularly significant, especially in music festivals. Festivals, which once focused primarily on live performances, are transforming with the integration of new technologies, providing immersive experiences that include interactive installations and augmented reality. Rock in Rio, a renowned festival known for its grandeur and musical diversity, has been a continuous example of innovation driven by emerging technologies. Studying consumer behavior is crucial for brands and organizations, enabling them to improve their strategies and launch products that meet consumer needs and expectations. The central question of this research is: how do technological advancements influence the consumer experience at Rock in Rio? Understanding the role of emerging technologies will contribute to academic literature and offer valuable insights for the festival's organization and other entities involved in large-scale events. This research investigates the integration of emerging technologies in the festival context and their impacts on the consumer experience, providing practical guidelines for enhancing this integration and improving the consumer experience.engEmerging technologiesConsumer experienceRock in RioMusic festivalsConsumer behaviorTechnological innovationmaster thesis203773276