The topic of this final paper is to determine if, and to what extent, social networks play a role in encouraging emotional connection and attendance at music festivals. The above was researched on the example of the Exit festival, which takes place in Novi Sad. A special effort was made to examine the visitors' connection with the festival brand and to detect the social networks that have the greatest influence on the visitors' emotions. The topic of holding a music festival is discussed through the prism of the connection between the event and online advertising. With the help of technology, the Internet and social networks, online advertising nowadays plays an extremely important role in the promotion of events. Online advertising has become one of the indispensable channels for advertising products, services and events. With the advent of social networks, significant changes have taken place in the marketing strategy and the way in which companies establish contact with the target audience. Social networks have evolved from initial entertainment and content sharing platforms to a modern global communication tool that is changing and shaping the future of business. In order to study the role of social networks in encouraging emotional connectio n and attendance at the Exit festival, a survey research method was used. The research sample consist ed of respondents who visited the Exit festival at least once. According to the survey results, it can be concluded that the majority of respondents regularly follow news and announcements related to the festival via social networks. Visitors feel a strong connection with the Exit festival, and a high percentage of those who expressed their desire to attend future festival events as well. The results of the research showed that social networks play a role in encouraging emotional connection and attendance at the Exit festival.