A Qualitative Study on Online Music Consumption: How do Online Music Consumers Develop Loyalty Towards Musicians as Brands in the Digital Era?
(2021) BUSN39 20211Department of Business Administration
- Abstract
- Purpose: The aim of this study is to explore and understand how online music consumers develop loyalty towards musicians as brands, along with potential reasons behind that process.
Methodology: The study explores the phenomenon of loyalty development of online music consumers towards musicians as brands. The exploratory, relativist and abductive perspectives have been adopted through a series of interviews with 17 respondents from different countries, cultures and backgrounds.
Findings: Our findings divulge several major aspects of brand loyalty development towards musicians. First, loyalty development is a nonlinear process. Second, it is almost impossible to predict or control that process since online music consumers follow... (More) - Purpose: The aim of this study is to explore and understand how online music consumers develop loyalty towards musicians as brands, along with potential reasons behind that process.
Methodology: The study explores the phenomenon of loyalty development of online music consumers towards musicians as brands. The exploratory, relativist and abductive perspectives have been adopted through a series of interviews with 17 respondents from different countries, cultures and backgrounds.
Findings: Our findings divulge several major aspects of brand loyalty development towards musicians. First, loyalty development is a nonlinear process. Second, it is almost impossible to predict or control that process since online music consumers follow completely randomized loyalty development patterns, which are influenced by several key factors.
Additionally, these factors can be divided into two major categories: internal and external. The internal factors are majorly dependent on the consumers while the external factors are out of the music consumers reach, and in which they take a passive stand. Moreover, the external factors can be tweaked by musicians to both understand their fans' perceptions and optimize their long term loyalty establishment. Most importantly, the study results in an 'Online Music Consumption Loyalty Development (OMCLD) Model' representing a valuable tool and reference for musicians to refer to in their branding strategies development. The authors believe the study to be a first-mover within the research scope, enabling future research. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9056661
- author
- Yang, Simian LU and Fouzbi, Zakariae LU
- supervisor
- organization
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Loyalty, Digital Consumers, Online Streaming Platforms, Online Social Media, Music Industry
- language
- English
- id
- 9056661
- date added to LUP
- 2021-06-29 14:21:36
- date last changed
- 2021-06-29 14:21:36
@misc{9056661,
abstract = {{Purpose: The aim of this study is to explore and understand how online music consumers develop loyalty towards musicians as brands, along with potential reasons behind that process.
Methodology: The study explores the phenomenon of loyalty development of online music consumers towards musicians as brands. The exploratory, relativist and abductive perspectives have been adopted through a series of interviews with 17 respondents from different countries, cultures and backgrounds.
Findings: Our findings divulge several major aspects of brand loyalty development towards musicians. First, loyalty development is a nonlinear process. Second, it is almost impossible to predict or control that process since online music consumers follow completely randomized loyalty development patterns, which are influenced by several key factors.
Additionally, these factors can be divided into two major categories: internal and external. The internal factors are majorly dependent on the consumers while the external factors are out of the music consumers reach, and in which they take a passive stand. Moreover, the external factors can be tweaked by musicians to both understand their fans' perceptions and optimize their long term loyalty establishment. Most importantly, the study results in an 'Online Music Consumption Loyalty Development (OMCLD) Model' representing a valuable tool and reference for musicians to refer to in their branding strategies development. The authors believe the study to be a first-mover within the research scope, enabling future research.}},
author = {{Yang, Simian and Fouzbi, Zakariae}},
language = {{eng}},
note = {{Student Paper}},
title = {{A Qualitative Study on Online Music Consumption: How do Online Music Consumers Develop Loyalty Towards Musicians as Brands in the Digital Era?}},
year = {{2021}},
}