Fans like what they hear: using social media analytics to improve value creation in the music industry

music industry social media

The Internet has changed the music industry. Yet, its digitization impacted the music industry in more ways than just in form of declining sales as propagated by the media. This work is concerned with the issue of how the digitization impacted the music industry in regards to marketing and how music labels can use social media analytics to adapt their value creation process to the new business conditions. Thus, it first outlines the music industry and its digitization. In a second step, the impact of the industry’s digitization on marketing is elicited. Concepts and applications of social media analytics are introduced in chapter three. Conclusively, possible applications of social media analytics are analyzed.

Weiterlesen

Speak Your Mind

*