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Effective Uses of Social Media Marketing in the Music Industry

Dugan, Brett M.

Abstract Details

2011, Master of Education (MEd), Bowling Green State University, Career and Technology Education/Technology.

The evolution of social media has introduced new opportunities to use their capabilities for marketing a product or service. One industry that has adopted these social media marketing techniques is the music industry. The focus of this study was to identify the social media marketing techniques that are most effective in motivating a consumer to support an independent artist or band.

Participants were contacted via Facebook and were asked to complete a survey written by the researcher. The survey assessed the participants’ Facebook, Twitter, YouTube, and UStream habits. Specifically, the questions gauged what types of media have they shared via their social network, what types of media have they accessed via their social network, and how the media affected their motivation to support an artist.

Participants in the study demonstrated both Maven and Early Adopter characteristics. The most frequently used platforms used by the population were Facebook, Twitter, and YouTube. Research showed that using these platforms to share music videos, concert footage, interview materials, and free MP3 downloads were effective social media marketing tactics on the population.

Terry Herman, Dr. (Committee Chair)
Larry Hatch, Dr. (Committee Member)
Ashley Bradford (Committee Member)

Recommended Citations

Citations

  • Dugan, B. M. (2011). Effective Uses of Social Media Marketing in the Music Industry [Master's thesis, Bowling Green State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1308958604

    APA Style (7th edition)

  • Dugan, Brett. Effective Uses of Social Media Marketing in the Music Industry. 2011. Bowling Green State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1308958604.

    MLA Style (8th edition)

  • Dugan, Brett. "Effective Uses of Social Media Marketing in the Music Industry." Master's thesis, Bowling Green State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1308958604

    Chicago Manual of Style (17th edition)