File Download

There are no files associated with this item.

  Links for fulltext
     (May Require Subscription)
Supplementary

Article: IT-enabled broadcasting in social media: An empirical study of artists' activities and music sales

TitleIT-enabled broadcasting in social media: An empirical study of artists' activities and music sales
Authors
KeywordsSocial media marketing
Broadcasting
Panel vector autoregression
Music sales
Issue Date2015
Citation
Information Systems Research, 2015, v. 26, n. 3, p. 513-531 How to Cite?
AbstractWith the emergence of social media and Web 2.0, broadcasting in the online environment has evolved into a new form of marketing due to the much broader reach enabled by information technology. This paper quantifies the effect of artists' broadcasting activities on a well-known social media site for music, MySpace, on music sales. We employ a panel vector autoregression model to investigate the interrelationship between broadcasting promotions in social media and music sales, while controlling for influential factors such as advertising in traditional media channels, album prices, new music releases, user-generated content, and artist popularity. We characterize two types of broadcast messages in the MySpace context, personal and automated. We find that broadcasting in social media has a significant effect on sales even after controlling for the aforementioned factors, and more important, the effect mainly comes from personal messages rather than automated messages. We also show that the timing and content of personal messages play a role in affecting sales. Our findings point to the importance of conducting captivating conversations with customers in social media marketing. © 2015 INFORMS.
Persistent Identifierhttp://hdl.handle.net/10722/267583
ISSN
2020 Impact Factor: 5.207
2020 SCImago Journal Rankings: 3.507
SSRN
ISI Accession Number ID

 

DC FieldValueLanguage
dc.contributor.authorChen, H-
dc.contributor.authorDe, P-
dc.contributor.authorHu, YJ-
dc.date.accessioned2019-02-22T04:08:26Z-
dc.date.available2019-02-22T04:08:26Z-
dc.date.issued2015-
dc.identifier.citationInformation Systems Research, 2015, v. 26, n. 3, p. 513-531-
dc.identifier.issn1047-7047-
dc.identifier.urihttp://hdl.handle.net/10722/267583-
dc.description.abstractWith the emergence of social media and Web 2.0, broadcasting in the online environment has evolved into a new form of marketing due to the much broader reach enabled by information technology. This paper quantifies the effect of artists' broadcasting activities on a well-known social media site for music, MySpace, on music sales. We employ a panel vector autoregression model to investigate the interrelationship between broadcasting promotions in social media and music sales, while controlling for influential factors such as advertising in traditional media channels, album prices, new music releases, user-generated content, and artist popularity. We characterize two types of broadcast messages in the MySpace context, personal and automated. We find that broadcasting in social media has a significant effect on sales even after controlling for the aforementioned factors, and more important, the effect mainly comes from personal messages rather than automated messages. We also show that the timing and content of personal messages play a role in affecting sales. Our findings point to the importance of conducting captivating conversations with customers in social media marketing. © 2015 INFORMS.-
dc.languageeng-
dc.relation.ispartofInformation Systems Research-
dc.subjectSocial media marketing-
dc.subjectBroadcasting-
dc.subjectPanel vector autoregression-
dc.subjectMusic sales-
dc.titleIT-enabled broadcasting in social media: An empirical study of artists' activities and music sales-
dc.typeArticle-
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1287/isre.2015.0582-
dc.identifier.scopuseid_2-s2.0-84945972925-
dc.identifier.volume26-
dc.identifier.issue3-
dc.identifier.spage513-
dc.identifier.epage531-
dc.identifier.eissn1526-5536-
dc.identifier.isiWOS:000361681700004-
dc.identifier.ssrn2201430-
dc.identifier.issnl1047-7047-

Export via OAI-PMH Interface in XML Formats


OR


Export to Other Non-XML Formats