Brand-Management Theoretical Principles in Music Business

Introduction. Today there are many music artists, and each creates a large amount of musical and visual content. But the modern consumer is increasingly critical of the content consumed. The task arises to convey the artist's work to a wider audience, to create a strong loyal fanbase. This is the case when brand management is worth mentioning, which allows promoting the audience loyalty formation for a long time. Purpose and methods. The purpose of the article is to substantiate the theoretical foundations of brand management in the organization of the music business for increasing the music artists' competitiveness and their promotion effectiveness in the music market. The system approach, methods of analysis, and synthesis, in particular, analysis of the literature about brand management, its effectiveness evaluation, and promotion of music artists are used. Results. The essence and significance of brand and brand management, features of brand management in the music business are revealed. Theoretical principles of brand management in increasing the competitiveness of music artists and their promotion effectiveness are considered. The main methods of evaluating the effectiveness of brand management are described. Conclusions. The scientific novelty of the article lies in offering to consider a music artist as a brand and promote it in the market according to the principles of brand management. It also proposes to transfer the methods of estimating the product brand building and promotion efficiency to the musician’s brand. The significance of the research lies in the possible use of its results in the integration of brand management into music artists' promoting strategy in Ukraine, as well as in developing recommendations for the promoting strategy of Ukrainian show business music artists.

EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL PADA UMKM DAERAH ALIRAN SUNGAI (DAS) CITARUM, KARAWANG

<p><em>This study aims to determine the correlation between the characteristics of followers and social media exposure on the effectiveness of promotion of MSME products carried out in the Citarum river basin, Karawang Regency through social media. The population in this study were the followers of MSME social media in 4 sub-districts in the Citarum Watershed, Karawang Regency. The sampling method used in this study is non-probability sampling and a sampling technique based on spontaneity, which means that anyone who accidentally meets their characteristics can be used as a sample (respondent). The results showed the Characteristics of Followers (X1) and Social Media Awareness (X2) had a sufficient and negative relationship, so the relationship between the two variables was that if the characteristics of followers were low, social media awareness was high and vice versa. Characteristics of Followers (X1) and Promotion Effectiveness (Y) have a strong and positive relationship. Chi square test is to see the relationship, so there is no relationship between Follower Characteristics and Promotion Effectiveness. The results of the spearman rank correlation analysis show that the correlation coefficient of Social Media Awareness (X2) and Promotion Effectiveness (Y) has a strong and positive relationship, so the relationship between the two variables is that if Social Media Awareness is high then the Promotion Effectiveness is high. Chi square testing is to see the relationship, so there is a relationship between Social Media Awareness and Promotion Effectiveness.</em></p><p><strong><em>Keyword</em></strong><em>: characteristics of followers,social media exposure, the effectiveness of promotion</em></p>

Inner Stimuli, Outer Stimuli and Their Relationship with Consumer Behavior: A Structural Functionistic Study in Popular Music Industry

All researches pertaining to marketing would be worthless, unless they will boil down to the most important ingredient of success in the field of consumer behavior. In this research, consumer behavior is not looked upon as something that a consumer does unknowingly. Consumer behavior is treated as an expression of decision on the part of the consumer. This decision is phenomenological in nature, which is a function of the inner and outer stimuli. These stimuli work together to form consumer behavior by entering into a black box, which the human mind. In this paper, the correlations between the outer stimuli and such behaviors are gauged. There were 284 respondents who answered a questionnaire regarding their consumer behavior in the popular music industry. These behaviors are outlined based on the black box model that was adjusted within the parameters and limitations of this research. The survey was conducted at the SM Baguio City. Respondents bought music products from music stores within that mall. It was shown that in general, self-identity was related or associated with consumer behaviors. Environmental and marketing stimuli were range restricted, so only one variable was found significant and it was promotion effectiveness. This implies that differences in self-identity, which is a result of different upbringing, environment, and inner dynamics, go well with differences in consumer behavior. In contained and similar environment (like in the case of this research), self identity is an important determinant of consumer behavior. Marketing efforts should therefore be focused toward fulfilling the demands associated with the self identity of the consumers.

Attention, Interest, Search, Action, and Share (AISAS) Analysis of Promotion Effectiveness of Zomato

Current technological advances, especially the Internet of Things (IoT), are widely used by people in their daily lives to transact, communicate, and find various information. The research analyzed the effectiveness of promotions carried out by companies based on the concept of marketing communication from technological developments, namely the Attention, Interest, Search, Action, and Share (AISAS) model, and how to increase consumer purchases. The research applied a descriptive approach by distributing questionnaires to Zomato Gold members, with a sample size of 180 people. Data analysis applied Structural Equation Modeling (SEM) to see the relationship between promotion, attention, interest, search, action, and share variables. The finding shows that the effectiveness of promotional advertising based on the AISAS model is not significant enough to encourage consumers to make purchases by visiting restaurants with Zomato Gold benefits. Therefore, Zomato needs to increase promotional activities on social media to increase consumers’ attention regarding these promotions by maximizing social media features. The increase in consumers’ attention to promotions will increase their opportunities to be interested, seek information, make purchases, and share information and experiences with others. However, when consumers pay attention to a promotion, they are not immediately interested in the advertisement. So, it is necessary to study other factors, such as internal factors that affect consumers, apart from external factors that influence consumers’ interest and purchasing decisions.