From consumers to "little monsters": can recording Industry mobilize consumers’ communities?

Des consommateurs aux "little monsters": l’industrie du disque peut-elle mobiliser les communautés de consommateurs ?

Anthony Galluzzo () and Jean-Philippe Galan ()
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Anthony Galluzzo: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Jean-Philippe Galan: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: A tension emerged between music companies and consumers because of the aggressive an-swers given to the recording industry's collapse problem. Is the music industry still able to un-derstand consumers' new expectations and practices? Our article studies the community man-agement of Lady Gaga, a best-selling music artist that is also Twitter's most followed person. Our twetnography describes the emergence of a new business model for the industry, based on community management, tribal marketing and service-dominant logic.

Keywords: music; consumer behavior; community; musique; communauté; fan; comportement du consommateur (search for similar items in EconPapers)
Date: 2013
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Published in Congrès International de l’Association Française du Marketing, J.-F. Trinquecoste (coord.), Association Française du Marketing, 2013, La Rochelle, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03243403

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