Word-of-Mouth Marketing in the Music Industry: Are Record Labels Communicating Effectively With Their Target Market?

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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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Bibliographic Details
Main Author:	Hoak, Katherine
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2006
Subjects:	music industry viral marketing word-of-mouth marketing
Online Access:	https://eprints.nottingham.ac.uk/20668/

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