Harnessing the power of social media in the music industry: A finnish case study

Jari Salo; Matti Mäntymäki; Mikko Lankinen; Sami Kajalo

Harnessing the power of social media in the music industry: A finnish case study

Jari Salo, Matti Mäntymäki, Mikko Lankinen, Sami Kajalo

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review

3 Citations (Scopus)

Abstract

This study explores how music industry and consumers perceive marketing actions in social media. We employ four case studies and one focus group in the empirical research. The results demonstrate that the music industry utilizes social media to establish communities, advertise new artists and songs, promote concerts and uploads videos to get visibility for their brand. Furthermore, consumers perceive social media marketing activities positively. Finally, we emphasize need to find more innovative ways to harness the power of social media in the music industry.

Original language	English
Title of host publication	24th Bled eConference - eFuture: Creating Solutions for the Individual, Organisations and Society, Proceedings
Publisher	University of Ljubljana
Pages	282-297
Number of pages	16
ISBN (Print)	978-961-232-247-2
Publication status	Published - 2011
MoE publication type	A4 Conference publication
Event	Bled eConference: eFuture: Creating Solutions for the Individual, Organisations and Society - Bled, Slovenia Duration: 12 Jun 2011 → 15 Jun 2011 Conference number: 24

Conference

Conference	Bled eConference
Country/Territory	Slovenia
City	Bled
Period	12/06/2011 → 15/06/2011

Keywords

Artist marketing
Music industry
Social media
Social networking
Viral marketing
Web 2.0

Cite this

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title = "Harnessing the power of social media in the music industry: A finnish case study",

abstract = "This study explores how music industry and consumers perceive marketing actions in social media. We employ four case studies and one focus group in the empirical research. The results demonstrate that the music industry utilizes social media to establish communities, advertise new artists and songs, promote concerts and uploads videos to get visibility for their brand. Furthermore, consumers perceive social media marketing activities positively. Finally, we emphasize need to find more innovative ways to harness the power of social media in the music industry.",

keywords = "Artist marketing, Music industry, Social media, Social networking, Viral marketing, Web 2.0",

author = "Jari Salo and Matti M{\"a}ntym{\"a}ki and Mikko Lankinen and Sami Kajalo",

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publisher = "University of Ljubljana",

address = "Slovenia",

note = "Bled eConference : eFuture: Creating Solutions for the Individual, Organisations and Society ; Conference date: 12-06-2011 Through 15-06-2011",

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Harnessing the power of social media in the music industry: A finnish case study. / Salo, Jari; Mäntymäki, Matti; Lankinen, Mikko et al.
24th Bled eConference - eFuture: Creating Solutions for the Individual, Organisations and Society, Proceedings. University of Ljubljana, 2011. p. 282-297.

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review

TY - GEN

T1 - Harnessing the power of social media in the music industry

T2 - Bled eConference

AU - Salo, Jari

AU - Mäntymäki, Matti

AU - Lankinen, Mikko

AU - Kajalo, Sami

N1 - Conference code: 24

PY - 2011

Y1 - 2011

N2 - This study explores how music industry and consumers perceive marketing actions in social media. We employ four case studies and one focus group in the empirical research. The results demonstrate that the music industry utilizes social media to establish communities, advertise new artists and songs, promote concerts and uploads videos to get visibility for their brand. Furthermore, consumers perceive social media marketing activities positively. Finally, we emphasize need to find more innovative ways to harness the power of social media in the music industry.

AB - This study explores how music industry and consumers perceive marketing actions in social media. We employ four case studies and one focus group in the empirical research. The results demonstrate that the music industry utilizes social media to establish communities, advertise new artists and songs, promote concerts and uploads videos to get visibility for their brand. Furthermore, consumers perceive social media marketing activities positively. Finally, we emphasize need to find more innovative ways to harness the power of social media in the music industry.

KW - Artist marketing

KW - Music industry

KW - Social media

KW - Social networking

KW - Viral marketing

KW - Web 2.0

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M3 - Conference article in proceedings

AN - SCOPUS:84926034313

SN - 978-961-232-247-2

SP - 282

EP - 297

BT - 24th Bled eConference - eFuture: Creating Solutions for the Individual, Organisations and Society, Proceedings

PB - University of Ljubljana

Y2 - 12 June 2011 through 15 June 2011

ER -

Harnessing the power of social media in the music industry: A finnish case study

Abstract

Conference

Keywords

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