Exploring determinants of digital music success in South Korea

Myounggu Lee () and Hye-jin Kim ()
Additional contact information
Myounggu Lee: Korea Advanced Institute of Science and Technology
Hye-jin Kim: Korea Advanced Institute of Science and Technology

Electronic Commerce Research, 2024, vol. 24, issue 3, No 7, 1659-1680

Abstract: Abstract This study investigated the determinants of digital music success in South Korea. We identified information sources and factors that may influence the consumption of digital music, including song and artist factors, record label and distributor influence factors, promotional media influence factors, and electronic word of mouth (e-WOM). The analysis was conducted using music download data and ranking chart data from a major music platform. First, we found that traditional promotional media, such as the number of television or radio exposures and appearances in an audition program, significantly affected the success of music. Second, regarding social promotional media factors, promotional videos on YouTube mainly affected short-term success, whereas Twitter mentions showed an increasing influence over time. Third, an artist with a long career positively affected a song's early success, while frequent song releases had a negative impact. Our results offer marketers insights into promoting digital music in this new era.

Keywords: Online music industry; Digital music; Music popularity; Social media; Regression analysis (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10660-022-09573-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elcore:v:24:y:2024:i:3:d:10.1007_s10660-022-09573-5

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10660

DOI: 10.1007/s10660-022-09573-5

Access Statistics for this article

Electronic Commerce Research is currently edited by James Westland

More articles in Electronic Commerce Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().