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

Jari Salo, Matti Mäntymäki, Mikko Lankinen, Sami Kajalo

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

2 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 languageEnglish
Title of host publication24th Bled eConference - eFuture: Creating Solutions for the Individual, Organisations and Society, Proceedings
Pages282-297
Number of pages16
Publication statusPublished - 2011
MoE publication typeA4 Article in a conference publication
EventBled eConference: eFuture: Creating Solutions for the Individual, Organisations and Society - Bled, Slovenia
Duration: 12 Jun 201115 Jun 2011
Conference number: 24

Conference

ConferenceBled eConference
CountrySlovenia
CityBled
Period12/06/201115/06/2011

Keywords

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

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