Internet killed the radio star?
نویسندگان
چکیده
Radio airplay is still a popular direct-to-consumer (DTC) channel for music products. In this paper, we investigate the effect of radio on album sales, mediated by consumer social media engagement with artists. Grounded in cultural production model, as well literature customer and satiation, propose several hypotheses. We analyze our unique dataset structural equation modeling (SEM). The results reveal that airtime has bigger impact sales lesser-known musicians than those famous musicians. Social mediates positive sales; moderated musician’s popularity such enjoy greater compared to their counterparts. These have important managerial implications positioning strategies already Our findings contribute marketing, engagement, satiation. Surprisingly, research suggests role not straightforward been described before new seasoned artists age digital consumption potential change views ‘outdated’ medium.
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ژورنال
عنوان ژورنال: Journal of Marketing Communications
سال: 2021
ISSN: ['1352-7266', '1466-4445']
DOI: https://doi.org/10.1080/13527266.2021.1998192