The Use of Social Media for Artist Marketing: Music Industry Perspectives and Consumer Motivations

Abstract

This research addresses the question of why consumers use social media especially in relation to music consumption and how music industry companies could improve their social media efforts by matching company strategies with consumer motives. Four case studies and four focus groups with 28 participants were conducted. As a result, this study found five motives for social media participation: (1) access to content, (2) sense of affinity, (3) participation, (4) interaction, and (5) social identity, in decreasing order of effect. For managers this study set out a detailed social media strategy that corresponds with components of consumer motives for participation at decreasing levels of effect.

ACKNOWLEDGMENTS

The support of the Emil Aaltonen Foundation is greatly appreciated. The authors thank the participants of the Bled econference and two anonymous reviewers. The authors also thank the CEO of Intercircum, Kai Härkönen, for helpful comments. Last but not least, the authors also thank the case companies participating in the study as well as all the informants.