Word-of-Mouth Marketing in the Music Industry: Are Record Labels Communicating Effectively With Their Target Market?
This study explores the importance of word-of-mouth (WOM) communications in the context of consumers discovery of new music. It begins with an overall review of WOM theory, including traditional word-of-mouth, viral marketing, online social networks, and consumer motivation to participate in WOM...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2006
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| Online Access: | https://eprints.nottingham.ac.uk/20668/ |