You Create Attention to Attract Attention - Viral Marketing of Digital Music in Social Networks

 
9783830077626: You Create Attention to Attract Attention - Viral Marketing of Digital Music in Social Networks

Digitalisation has fundamentally and sustainably changed the creation, marketing and consumption of music. Digital technology essentially allows any individual to become an artist, to create, publish, promote and sell music in an instant. Music has become mobile and ubiquitous: accessible anytime, at any place, and via any device. This has led to a considerably comprehensive choice of music for consumers and in turn to growing competition for consumer attention. At the same time, such attention of relevant consumers is a key factor in sustaining the digital music market, a market of growing importance for music providers. Advertising music by stimulating word of mouth - viral marketing, as it is also called - is regarded as a means of handling this challenge. However, in theory and practice, the necessary insights regarding how such viral marketing of digital music should be conducted and what is critical to do so have been researched little. The book investigates viral marketing as a specific form of marketing - it explains why viral marketing is important for music, how it can be used in social networks to attract consumer attention, and what must be considered for digital music in this process. Thus, the study covers both essential knowledge and practical implications, illustrating how digitalisation has impacted the music industry and improving the understanding of viral marketing and social networks in this context. It develops a set of critical success factors as guidelines for viral music marketing. The book offers information crucial to guiding and conducting the design of viral marketing in the digital music domain in both theory and practice and provides a profound basis for researchers and practitioners alike in confronting the key challenges of today's music industry.

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