IT-Enabled Broadcasting in Social Media: An Empirical Study of Artists' Activities and Music Sales
نویسندگان
چکیده
With 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 examines the organizational use of social media, specifically, artist-generated content, and quantifies the impact of artists’ broadcasting activities on a leading social media site for music, MySpace, on music sales. We employ a panel vector autoregression (PVAR) model that allows us to treat our main variables as endogenous and to investigate the inter-relationship between broadcasting promotions and music sales. We find empirical evidence that the market reach measured by the size of an artist’s virtual friend network plays a crucial role in moderating the effect of IT-enabled broadcasting activities on sales. For the artists with many friends, broadcasting activities on MySpace have a significant impact on music sales; this, however, is not true for the artists with only a few friends. Our results continue to hold after controlling for artists’ popularity, changes in their network sizes over time, and the impact of user-
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ورودعنوان ژورنال:
- Information Systems Research
دوره 26 شماره
صفحات -
تاریخ انتشار 2015