Sound sellers: musicians' strategies for marketing to industry gatekeepers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ariel Sanders ◽  
Barbara J. Phillips ◽  
David E. Williams
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Phenomenological Approach ◽  
Professional Musicians ◽  
Content Type ◽  
Music Genres ◽  
Interpretative Phenomenological Approach ◽  
The Relationship ◽  
Insight Into ◽  
Key Industry

PurposeThe relationship between musicians and the music industry has often been depicted as a dichotomy between creativity and commerce with musicians conflicted between their roles as artists and their roles as marketers of sound. Recently, marketing researchers have problematized this dichotomy and suggested musicians perceive these roles as inevitable and indivisible. However, the processes of how musicians market their sound to the industry gatekeepers remain unclear. This study seeks to find the key industry gatekeepers for musicians and how musicians sell their personal sound to them.Design/methodology/approachUsing an interpretative phenomenological approach, ten interviews with professional musicians across different music genres provided insight into the strategies musicians use to market their sound to industry gatekeepers.FindingsIn total, three key gatekeepers and the five strategies that musicians use to sell their sound are identified. The gatekeepers are record labels, other musicians and consumers. Musicians sell their sound to these gatekeepers through the externally directed strategies of using social media to build relationships, defining their personal sound through genre and creating a unique sound, and through the internally directed strategies of keeping motivated through sound evolution and counting on luck.Research limitations/implicationsThe findings are limited by the small number of musicians interviewed and the heterogeneous representation of music genres.Originality/valueThe study contributes to theoretical understandings of how musicians as cultural producers market their sound in a commercial industry.

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zheng Shen
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Relevant Literature ◽  
Consumer Participation ◽  
Marketing Communication ◽  
Consumer Engagement ◽  
Brand Relationships ◽  
Content Type ◽  
Consumer Interactions ◽  
The Relationship

Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

The flashing of fireflies

2016 ◽  
Vol 37 (3) ◽  
pp. 52-56
Author(s):  
Peter Buell Hirsch
Keyword(s):  
Social Media ◽  
Social Engagement ◽  
Design Methodology ◽  
Audience Engagement ◽  
Content Type ◽  
Social Media Engagement ◽  
Original Insight ◽  
Media Practices ◽  
Insight Into

Purpose This paper aims to identify the characteristics of enduring audience engagement through social media. Design/methodology/approach The approach is to examine recent examples of successful social media practices to identify common characteristics. Findings The most common characteristics of successful social media engagement include continuous beta, co-ownership, room for error and convenor-ship. Originality/value The author’s analogy of successful social media to the biophysical phenomenon of entrainment is an original insight into social engagement.

Mattering in digital labor

2019 ◽  
Vol 34 (4) ◽  
pp. 307-324
Author(s):  
Eliane Bucher ◽  
Christian Fieseler ◽  
Christoph Lutz
Keyword(s):  
Work Engagement ◽  
Design Methodology ◽  
Social Recognition ◽  
Amazon Mechanical Turk ◽  
Content Type ◽  
Four Dimensions ◽  
Individual Perceptions ◽  
Digital Labor ◽  
The Relationship ◽  
Insight Into

Purpose Online gig labor platforms bring together a global and fast-growing workforce to complete highly granular, remote and decontextualized tasks. While these environments might be empowering to some workers, many others feel disenfranchised and removed from the final product of their labor. To better understand the antecedents of continued participation in forms of crowdsourced digital labor, the purpose of this paper is to explore the relationship between worker’s ability to create a narrative of their work mattering regardless, and their continued work engagement (WE) in these work setups. Design/methodology/approach The authors approach the relationship between individual mattering and digital WE through a longitudinal study among workers on the crowdworking platform Amazon Mechanical Turk. The authors further provide qualitative insight into individual perceptions of mattering based on essay data. Findings The authors develop a measure of mattering in crowdworking with four dimensions: reliance, social recognition, importance and interaction. Reliance is the most pronounced dimension, followed by interaction, importance and social recognition. In the final longitudinal model, only importance affects WE positively, while the other three mattering dimensions do not have a significant effect. Originality/value The findings indicate that individuals who feel that they themselves and their work “count” and “make a difference” will be more engaged in their digital labor. By clarifying the dimensionality of mattering in crowdwork and studying its differentiated effect on WE, the paper makes a contribution to research on crowdwork and the future of work. Beyond the theoretical contributions, the finding that perceived importance fosters WE has important implications for task and platform design.

Team goal-setting involves more than only goal-setting

2015 ◽  
Vol 5 (2) ◽  
pp. 157-174 ◽  
Author(s):  
Marco António Arraya ◽  
René Pellissier ◽  
Isabel Preto
Keyword(s):  
Goal Setting ◽  
Design Methodology ◽  
Task Orientation ◽  
Personal Goal ◽  
Content Type ◽  
Business Setting ◽  
Task Oriented ◽  
The Relationship ◽  
Practical Implications ◽  
Insight Into

Purpose – The purpose of this paper is to research factors like task-orientation and collectivism and to examine the relationship between them and goal-setting as research construct. This research investigates the phenomena of team goal-setting in a selected sports organisation. Therefore 49 players from three Portuguese elite male handball team were selected for the study. Design/methodology/approach – Three well-known questionnaires were employed to determine the relationships between the above factors in a case setting. Task- and ego-orientation in Sport Questionnaire, the Jackson Psychological Collectivism Measure and the Goal-setting in Sport Questionnaire. Findings – The results reveal that the team and players are task-oriented, collectivist and possessing professional and personal goal habits. The correlations between questionnaire outcomes indicate that, when the team wants to set goals, it should consider the players’ orientation and the team’s collectivism. Thus team goal-setting is more than only goal-setting, because of the need for task-orientation and collectivism. Research limitations/implications – The research was conducted using three teams in a specific sports and thus cannot be generalised to the general sports environment. Yet, certainly the strength of the findings indicate that the results and conclusions may be used in a wider sports or business setting. Practical implications – This research paper should provide managers and coaches with insight into the complexity of team goal-setting. It also should provide insight into the chosen process related to human resources. Originality/value – The paper adds and demonstrates to the literature on team goal-setting the importance of task-orientation and collectivism as goal-setting mediators.

Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics

2016 ◽  
Vol 40 (4) ◽  
pp. 458-471 ◽  
Author(s):  
Ricardo Limongi França Coelho ◽  
Denise Santos de Oliveira ◽  
Marcos Inácio Severo de Almeida
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Design Methodology ◽  
Ordinary Least Squares ◽  
User Preference ◽  
Content Type ◽  
Dependent Variables ◽  
Body Design ◽  
The Impact ◽  
The Relationship

Purpose – The purpose of this paper is to measure the impact of post type (advertising, fan, events, information, and promotion) on two interaction metrics: likes and comments. The measuring involved two popular social media, Facebook and Instagram, and in business profiles of five different segments (food, hairdressing, ladies’ footwear, body design, fashion gym wear). Design/methodology/approach – The method used was multiple regression analysis with an estimator of the ordinary least squares for 1,849 posts from five different companies posted on Facebook (680 posts) and Instagram (1,169 Instagram) over an eight-month posting period. Regression analysis was used to identify the relationship between the dependent variables (likes and comments), and the independent variables (post typology, segments, week period, month, characters and hashtag). Findings – It was seen that the post types events and promotion led to a greater involvement of followers in Instagram, in particular. In Facebook, the events post type was only significant in the like’s interaction. Another finding of the research is the relevance of the food and body design segment which was significant in both virtual social media. This indicates a user preference involving their day-to-day lives, in this case, having a tattoo done or seeing a photo of a dessert. Originality/value – With the findings of this study, academics and social media managers can improve the return indicators of interactions in posts and broaden the discussion on the types of post and interaction in different virtual social media.

#CondomEmoji

2018 ◽  
Vol 118 (5) ◽  
pp. 386-401 ◽  
Author(s):  
Ilham Akhsanu Ridlo ◽  
Rizqy Amelia Zein
Keyword(s):  
Social Media ◽  
Sexual Behavior ◽  
Design Methodology ◽  
Instant Messaging ◽  
Sexually Active ◽  
Negative Attitudes ◽  
Content Type ◽  
Social Media Platforms ◽  
Research Findings ◽  
Insight Into

Purpose The purpose of this paper is to explore participants’ attitudes and receptivity to a #CondomEmoji campaign insofar as investigating whether attitudes and receptivity were important predictors for brand impression and intention to buy. Design/methodology/approach This study involved 206 research participants who live in Jakarta and Surabaya and who answered online questionnaires to measure attitudes, receptivity to #CondomEmoji advertising, brand impression and intention to buy condoms. Questionnaires were circulated on several social media platforms and instant messaging apps. The participants were asked to watch the #CondomEmoji advertising video before proceeding to fill out the questionnaires. Findings Research findings suggested that participants mostly held negative attitudes and receptivity to the campaign. Non-sexually active participants were more likely to perceive the advertising as offensive. Attitudes and receptivity were good predictors for brand impression, yet attitude was not significantly attributed to intention to buy condoms. The result was stronger in sexually active participants. Research limitations/implications Non-sexually active young people need to be more informed about healthy sexual behavior so that they would not feel embarrassed to discuss and ask about sexual behavior. A socially acceptable condom-use advertising campaign needs to be conducted to lessen the resistance of conservative audiences. Originality/value This paper offers an insight into how conservative audiences may respond to social-media-based campaign of safer sex.

How consumer-generated images shape important consumption outcomes in the food domain

2016 ◽  
Vol 33 (1) ◽  
pp. 1-8 ◽  
Author(s):  
Sean Coary ◽  
Morgan Poor
Keyword(s):  
Social Media ◽  
Healthy Eating ◽  
Design Methodology ◽  
Healthy Foods ◽  
Content Type ◽  
Product Consumption ◽  
Consumption Experience ◽  
Consumption Data ◽  
Practical Implications ◽  
Insight Into

Purpose – The purpose of the present research is to investigate consumer-generated images (CGI), or images of products and experiences that are produced and controlled by consumers, particularly in the food domain, and the influence that producing such images has on the consumer creating the image. Design/methodology/approach – The authors present three studies that manipulate the type of food (indulgent vs healthy) and whether participants create CGI prior to consumption. Data were analyzed using a combination of ANOVA and PROCESS. Findings – It is shown that producing CGI causes a momentary active delay in consumption, which increases the savoring associated with consumption of pleasurable (i.e. indulgent) foods and, in effect, increases attitudes and taste evaluations of the experience when consumption actually takes place. When descriptive social norms regarding healthy eating are made salient, CGI can also lead to more favorable outcomes for less pleasurable (i.e. healthy) foods. Practical implications – The findings provide insight into the effects of consumers taking pictures of their food before consumption, a growing trend on social media sites (i.e. Instagram). Marketing managers can develop strategies to encourage their consumers to take pictures of their food. Originality/value – To the best of the authors’ knowledge, this research is the first to demonstrate the effects of consumer-generated images on a product consumption experience and identify the conditions and process under which these effects occur.

Social media influence on the B2B buying process

2019 ◽  
Vol 34 (7) ◽  
pp. 1482-1496 ◽  
Author(s):  
Hoda Diba ◽  
Joseph M. Vella ◽  
Russell Abratt
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Media Influence ◽  
Content Type ◽  
Exploratory Approach ◽  
Functional Blocks ◽  
Use Of Social Media ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.

scholarly journals An investigation into the different styles of the lawyer and construction specialist when mediating construction disputes

2016 ◽  
Vol 8 (2) ◽  
pp. 137-160 ◽  
Author(s):  
Ray Wall ◽  
Nii Ankrah ◽  
Jennifer Charlson
Keyword(s):  
Construction Industry ◽  
Design Methodology ◽  
Phenomenological Approach ◽  
Structured Interviews ◽  
Content Type ◽  
Construction Disputes ◽  
Level Of Satisfaction ◽  
Insight Into ◽  
Better Than

Purpose The purpose of this paper is to assess the views and experiences of mediators from different professional backgrounds practising in the construction industry. Previous research shows that the legal profession dominates construction mediation in both England and Wales. Design/methodology/approach The phenomenological approach was used to capture the lived experiences of the interviewees and gain insight into their views and practices. The data collection was by semi-structured interviews. The data was then analysed using software to establish themes. Findings The major difference in mediator practice discovered between the two groups is the use of the evaluative style by lawyer and facilitative style by non-lawyer mediators. Non-lawyer mediators strongly reported their criticisms of the evaluative style in mediation suggesting that it undermines the parties’ ability to self-determine their own dispute and reduces the level of satisfaction experienced by the parties in the process of mediation. Lawyer mediators supported the use of the evaluative style as an acceptable compromise on the parties’ self-determination and feelings of satisfaction in pursuit of achieving the goal of a settlement in mediation, which was significantly better than the escalation of stress and costs to the parties in the event that the dispute escalates to litigation. In addition, mandatory mediation, the role of advisors/advocates, governance and the future of mediation were explored. Originality/value The research is anticipated to be of particular benefit to parties considering referring a construction dispute to mediation.

Customer engagement and co-created value in social media

2019 ◽  
Vol 38 (6) ◽  
pp. 730-744 ◽  
Author(s):  
Sara Quach ◽  
Wei Shao ◽  
Mitchell Ross ◽  
Park Thaichon
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Extrinsic Motivation ◽  
Customer Participation ◽  
Customer Engagement ◽  
Privacy Concern ◽  
Content Type ◽  
External Reward ◽  
Customer Motivation ◽  
The Relationship

Purpose The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in this process. Design/methodology/approach Respondents were randomly exposed to one of the six types of social media scenarios. A total of 181 respondents were drawn from an MTurk opt-in survey panel of individuals who resided in America and were over the age of 18 years. Findings Overall, the results of this study showed that as the level of customer participation increased, the level of co-created value decreased. The relationship between customer participation and customer engagement was fully mediated by co-created value. Extrinsic motivation was found to moderate the relationship between customer participation and co-created value but did not moderate the relationship between customer participation and customer engagement. Moreover, customer engagement was at its highest when an external reward was not offered, in other words, when customers were intrinsically motivated. Furthermore, when an external reward was offered, a significant effect of privacy concern on customer engagement was observed. Originality/value The study extends the current understanding of customer engagement through value co-creation, customer participation and perceptions of privacy in firm-initiated activities in social media.

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