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Exploring Determinants of Digital Music Success

45 Pages Posted: 18 May 2021 Last revised: 29 Nov 2021 Publication Status: Preprint

See all articles by Myounggu Lee

Myounggu Lee

Korea Advanced Institute of Science and Technology (KAIST) - School of Business and Technology Management

Hye-jin Kim

Korea Advanced Institute of Science and Technology (KAIST) - School of Business and Technology Management

Abstract

This study investigated the determinants of digital music success. We identified information sources and factors that may influence the consumption of digital music in both the short and longer term: song and artist characteristics, stakeholder influence, and promotional media influence. First, we found that traditional promotional media, such as number of television or radio exposures and appearance on an audition program, significantly affected both short- and longer-term success. Second, regarding social promotional media factors, online teaser videos affected only short-term digital music success; online music videos impacted only longer-term success. Third, an artist having had a long career positively affected a song’s early success; frequent song releases had a negative impact. Our results offer marketers an insight into promoting digital music.

Keywords: online music industry, digital music, music popularity, social media, Regression Analysis

Suggested Citation

Lee, Myounggu and Kim, Hye-jin, Exploring Determinants of Digital Music Success. Available at SSRN: https://ssrn.com/abstract=3848399

Myounggu Lee

Korea Advanced Institute of Science and Technology (KAIST) - School of Business and Technology Management ( email )

Korea, Republic of (South Korea)

Hye-jin Kim (Contact Author)

Korea Advanced Institute of Science and Technology (KAIST) - School of Business and Technology Management ( email )

Korea, Republic of (South Korea)

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