A1 Refereed original research article in a scientific journal
The Use of Social Media for Artist Marketing: Music Industry Perspectives and Consumer Motivations
Authors: Jari Salo, Mikko Lankinen, Matti Mäntymäki
Publisher: Taylor & Francis
Publication year: 2013
Journal: International Journal on Media Management
Volume: 15
Issue: 1
First page : 23
Last page: 41
DOI: https://doi.org/10.1080/14241277.2012.755682
Abstract
This research addresses the question of why consumers use social media especially in relation to music consumption and how music industry companies could improve their social media efforts by matching company strategies with consumer motives. Four case studies and four focus groups with 28 participants were conducted. As a result, this study found five motives for social media participation: (1) access to content, (2) sense of affinity, (3) participation, (4) interaction, and (5) social identity, in decreasing order of effect. For managers this study set out a detailed social media strategy that corresponds with components of consumer motives for participation at decreasing levels of effect.
This research addresses the question of why consumers use social media especially in relation to music consumption and how music industry companies could improve their social media efforts by matching company strategies with consumer motives. Four case studies and four focus groups with 28 participants were conducted. As a result, this study found five motives for social media participation: (1) access to content, (2) sense of affinity, (3) participation, (4) interaction, and (5) social identity, in decreasing order of effect. For managers this study set out a detailed social media strategy that corresponds with components of consumer motives for participation at decreasing levels of effect.
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