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Social Media Marketing Strategies of Music Artists and the Impact on Follower Activity

Garner, Eric and Channell, Timothy L. (2019) Social Media Marketing Strategies of Music Artists and the Impact on Follower Activity. Masters thesis, Radford University.

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Abstract

Music artists, both independent and those signed to major labels, use social media to create awareness and to connect with their target market. The research presented looks at how these two types of artist use their social media platforms to interact with followers, with the hopes of showing that more frequent and consistent posting will lead to higher follower interaction. This evaluation was conducted by collecting a sample of both independent and major label artists and comparing the posting habits of both as well as the follower activity in the form of likes, comments, and shares. Results showed that major label artists are able to achieve more interaction than those of independent artists but may be able to because of the size and budgeting that they have. Results also showed that independent artists had more significance with more personal forms of interaction, such as commenting on individual user’s posts. By comparing the two types of artist, the author suggests ways for independent artists to use budgeting and consistency to better interact with followers.

Item Type: Thesis (Masters)
Subjects: M Music and Books on Music > M Music
Divisions: UNSPECIFIED
Depositing User: Eric Garner
Date Deposited: 17 Sep 2020 13:46
Last Modified: 17 Sep 2020 13:46
URI: http://wagner.radford.edu/id/eprint/576

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