EconPapers    
Economics at your fingertips  
 

Online group influence and digital product consumption

Jifeng Mu (), Ellen Thomas (), Jiayin Qi () and Yong Tan ()
Additional contact information
Jifeng Mu: Alabama A&M University
Ellen Thomas: New Jersey Institute of Technology
Jiayin Qi: Shanghai University of International Business and Economics
Yong Tan: University of Washington

Journal of the Academy of Marketing Science, 2018, vol. 46, issue 5, No 8, 947 pages

Abstract: Abstract This article examines the differential effects of online group influence on digital product consumption, using the context of online music listening with a distinction between mainstream music and niche music. The results suggest that the relationship between online groups, product category, and digital product consumption is more complex than previously conceived. We find that superordinate in-groups have a stronger influence on mainstream music listening, while subordinate in-groups have a higher impact on niche music listening. Music listeners can cross in-group lines to listen to music, although the effect on digital music consumption is not as strong as with superordinate in-groups on mainstream listening and subordinate in-groups on niche music listening. Our results also suggest that the positive effect of groups on online music listening reaches an initial ceiling effect before it hits a tipping point and accelerates. The findings provide novel insights into the role of online group influence in the growing reality of digital products and changing consumer behavior.

Keywords: Group influence; Digital product consumption; Online music listening; Superordinate in-group; Subordinate in-group; Mainstream and niche music (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://link.springer.com/10.1007/s11747-018-0578-5 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:joamsc:v:46:y:2018:i:5:d:10.1007_s11747-018-0578-5

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-018-0578-5

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-03-20
Handle: RePEc:spr:joamsc:v:46:y:2018:i:5:d:10.1007_s11747-018-0578-5