WORD OF MOUTH COMMUNICATION AS A DRIVING FORCE FOR MUSIC SELECTION: CHALLENGES AND THREATS FOR THE MUSIC INDUSTRY

George Frigkas, Evangelia Sinodinou and Fotini Skapinaki
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George Frigkas: Department of Marketing, Technological Education Institution (T.E.I.) of Athens, Ag. Spiridomos Str., 12210, Athens, Greece
Evangelia Sinodinou: Department of Marketing, Technological Education Institution (T.E.I.) of Athens, Ag. Spiridomos Str., 12210, Athens, Greece
Fotini Skapinaki: Department of Marketing, Technological Education Institution (T.E.I.) of Athens, Ag. Spiridomos Str., 12210, Athens, Greece

Chapter 93 in Marketing and Management Sciences, 2010, pp 519-522 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe music industry has been particularly affected by the rapid growth of the Internet, and the widespread adoption of broadband network technologies, failing to implement novel and effective marketing practices. At the same time, traditional advertising and promotion is challenged by Word of Mouth communication (WOM). Our research examines how WOM influences music choice and distribution, focusing on the role and characteristics of opinion leaders in this sector.

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
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