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ETD Abstract Container

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The Diffusion of New Music through Online Social Networks

Monk, Adam Joel
http://rave.ohiolink.edu/etdc/view?acc_num=osu1337902485

Abstract Details

2012, Master of Arts, Ohio State University, Communication.
Recent advancements in digital communication technologies have spurred a restructuring of the music industry, affording independent music firms and artists the opportunity to compete more evenly with major firms for market share. With an increased proliferation of music available to consumers, how does information about new music spread through online social networks? Using the diffusion and two step flow theories, this study examines the diffusion of new music through online social networks. As there is a lack of theoretical research involving diffusion theory as applied to online social networks, an exploratory research survey was designed to measure the concepts involved in an effort to understand the process more fully. Questions were designed to explore concepts involved in the hypotheses, including discovery, electronic recommendations, opinion leaders, diffusion and acquisition. A 32-question survey was administered to 460 undergraduate students enrolled in Communication courses at The Ohio State University. Results from data analysis provided evidence that individuals scoring higher on a new music opinion leadership scale will be more likely to listen to new music, discover new music, use electronic recommendation agents, acquire new music that is evaluated positively after sampling and give recommendations about new music. Additionally, results from data analysis provided evidence that individuals who routinely acquire new music will be more likely to acquire new music without sampling, based upon a recommendation from a trusted source.
John Dimmick, PhD (Advisor)
Osei Appiah, PhD (Committee Member)
81 p.
Communication; Marketing; Mass Media; Music
Music; Diffusion; Two-Step Flow; Online Social Network; Facebook; New music; Music Industry; Recommendation; Word-of-mouth; Social Marketing; Information Diffusion; Strength of weak ties; Discovery; Electronic recommendation agent; Opinion leaders

Recommended Citations

Citations

  • Monk, A. J. (2012). The Diffusion of New Music through Online Social Networks [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1337902485

    APA Style (7th edition)

  • Monk, Adam. The Diffusion of New Music through Online Social Networks. 2012. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1337902485.

    MLA Style (8th edition)

  • Monk, Adam. "The Diffusion of New Music through Online Social Networks." Master's thesis, Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1337902485

    Chicago Manual of Style (17th edition)

osu1337902485
5,156
© 2012, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.