Assessing how Social Media Marketing Motivates Consumers to Purchase New Artists’ Offerings in the Music Industry

Assessing how Social Media Marketing Motivates Consumers to Purchase New Artists’ Offerings in the Music Industry

This exploratory study illustrates how social media marketing motivates music consumers to listen to new, smaller, lesser-known and independent artists. It uncovers the fact that music consumers are only driven to listen to the offerings of these artists but not induced to purchase the music. It is...

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Bibliographic Details
Main Author: Oozeer, Aneesah
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2018
Subjects:
music industry
social media marketing
E-word of mouth
Online Access:https://eprints.nottingham.ac.uk/54884/

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