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

Markkinoinnin laitos

Tutkimustuotos: Artikkeli kirjassa/konferenssijulkaisussa › Conference article in proceedings › Scientific › vertaisarvioitu

3 Sitaatiot (Scopus)

Abstrakti

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.

Alkuperäiskieli	Englanti
Otsikko	24th Bled eConference - eFuture: Creating Solutions for the Individual, Organisations and Society, Proceedings
Kustantaja	University of Ljubljana
Sivut	282-297
Sivumäärä	16
ISBN (painettu)	978-961-232-247-2
Tila	Julkaistu - 2011
OKM-julkaisutyyppi	A4 Artikkeli konferenssijulkaisussa
Tapahtuma	Bled eConference: eFuture: Creating Solutions for the Individual, Organisations and Society - Bled, Slovenia Kesto: 12 kesäk. 2011 → 15 kesäk. 2011 Konferenssinumero: 24

Conference

Conference	Bled eConference
Maa/Alue	Slovenia
Kaupunki	Bled
Ajanjakso	12/06/2011 → 15/06/2011

Muut tiedostot ja linkit

Link to publication in Scopus

Siteeraa tätä

@inproceedings{356fec2758d342e197b073b8ccc419ce,

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",

year = "2011",

language = "English",

isbn = "978-961-232-247-2",

pages = "282--297",

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

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",

}

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. s. 282-297.

Tutkimustuotos: Artikkeli kirjassa/konferenssijulkaisussa › Conference article in proceedings › Scientific › vertaisarvioitu

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

UR - http://www.scopus.com/inward/record.url?scp=84926034313&partnerID=8YFLogxK

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

Abstrakti

Conference

Muut tiedostot ja linkit

Sormenjälki

Siteeraa tätä