IDEAS home Printed from https://ideas.repec.org/a/cog/meanco/v9y2021i3p164-174.html
   My bibliography  Save this article

Mapping Transmedia Marketing in the Music Industry: A Methodology

Author

Listed:
  • Linda Ryan Bengtsson

    (Department of Geography, Media and Communications, Karlstad University, Sweden)

  • Jessica Edlom

    (Department of Geography, Media and Communications, Karlstad University, Sweden)

Abstract

Over the last decade, the music industry has adapted its promotional strategy to take advantage of the fluid, contemporary, platform-based transmedia landscape. For researchers of contemporary culture, the multiplicity of promotional activities creates substantial methodological challenges. In this article, we present and discuss such methodological approaches using two studies of contemporary promotional music campaigns as illustrative cases. Inspired by digital and innovative methods and guided by the Association of Internet Researchers’ (AoIR’s) ethical guidelines, we developed two data collection strategies—reversed engineering and live capturing—and applied two analytical approaches—visual mapping and time-based layering. The first case study traced already staged music marketing campaigns across multiple online media platforms, and the second followed an online promotional campaign in real time for six months. Based on these case studies, we first argue for the importance of grounded manual capturing and coding in data collection, especially when working around data access limitations imposed by platforms. Second, we propose reversed engineering and live capturing as methods of capturing fragmented data, in contemporary promotional campaigns. Third, we suggest the visual mapping and time-based layering of data, enabling researchers to oscillate between qualitative and quantitative data. Finally, we argue that researchers must pool their experiences and resources regarding how to transcend platform limitations and question a lack of transparency while respecting ethical norms and guidelines. With these arguments, we assert the researcher’s necessary role in understanding and explaining the complex and hybrid contemporary promotional landscape and provide tools and strategies for further research.

Suggested Citation

  • Linda Ryan Bengtsson & Jessica Edlom, 2021. "Mapping Transmedia Marketing in the Music Industry: A Methodology," Media and Communication, Cogitatio Press, vol. 9(3), pages 164-174.
  • Handle: RePEc:cog:meanco:v9:y:2021:i:3:p:164-174
    DOI: 10.17645/mac.v9i3.4064
    as

    Download full text from publisher

    File URL: https://www.cogitatiopress.com/mediaandcommunication/article/view/4064
    Download Restriction: no

    File URL: https://libkey.io/10.17645/mac.v9i3.4064?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Stieglitz, Stefan & Mirbabaie, Milad & Ross, Björn & Neuberger, Christoph, 2018. "Social media analytics – Challenges in topic discovery, data collection, and data preparation," International Journal of Information Management, Elsevier, vol. 39(C), pages 156-168.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ian Somerville & Lee Edwards, 2021. "Researching the Complex, Hybrid, and Liminal Nature of Contemporary Promotional Cultures," Media and Communication, Cogitatio Press, vol. 9(3), pages 97-100.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Irina Wedel & Michael Palk & Stefan Voß, 2022. "A Bilingual Comparison of Sentiment and Topics for a Product Event on Twitter," Information Systems Frontiers, Springer, vol. 24(5), pages 1635-1646, October.
    2. Jamalnia, Aboozar & Gong, Yu & Govindan, Kannan, 2023. "Sub-supplier's sustainability management in multi-tier supply chains: A systematic literature review on the contingency variables, and a conceptual framework," International Journal of Production Economics, Elsevier, vol. 255(C).
    3. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    4. Francisco Javier Lacarcel & Raquel Huete, 2023. "Digital communication strategies used by private companies, entrepreneurs, and public entities to attract long-stay tourists: a review," International Entrepreneurship and Management Journal, Springer, vol. 19(2), pages 691-708, June.
    5. María José Aramburu & Rafael Berlanga & Indira Lanza-Cruz, 2024. "A Data Quality Multidimensional Model for Social Media Analysis," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 66(6), pages 667-689, December.
    6. Mustak, Mekhail & Hallikainen, Heli & Laukkanen, Tommi & Plé, Loïc & Hollebeek, Linda D. & Aleem, Majid, 2024. "Using machine learning to develop customer insights from user-generated content," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    7. Luis J. Callarisa-Fiol & Miguel Ángel Moliner-Tena & Rosa Rodríguez-Artola & Javier Sánchez-García, 2023. "Entrepreneurship innovation using social robots in tourism: a social listening study," Review of Managerial Science, Springer, vol. 17(8), pages 2945-2971, November.
    8. Eneriko Mbofani, 2024. "Political Tolerance Challenges and Strategies in Multiparty Societies’ in Sadc: The Case of Zimbabwe (2017-2023)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(10), pages 1368-1393, October.
    9. Chae, Bongsug (Kevin), 2019. "A General framework for studying the evolution of the digital innovation ecosystem: The case of big data," International Journal of Information Management, Elsevier, vol. 45(C), pages 83-94.
    10. Ashrafi, Amir & Zare Ravasan, Ahad & Trkman, Peter & Afshari, Samira, 2019. "The role of business analytics capabilities in bolstering firms’ agility and performance," International Journal of Information Management, Elsevier, vol. 47(C), pages 1-15.
    11. Amit K. Srivastava & Rajhans Mishra, 2023. "Analyzing Social Media Research: A Data Quality and Research Reproducibility Perspective," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 39-49, January.
    12. Zijing Ye & Ruisi Li & Jing Wu, 2022. "Dynamic Demand Evaluation of COVID-19 Medical Facilities in Wuhan Based on Public Sentiment," IJERPH, MDPI, vol. 19(12), pages 1-22, June.
    13. Prabhsimran Singh & Surleen Kaur & Abdullah M. Baabdullah & Yogesh K. Dwivedi & Sandeep Sharma & Ravinder Singh Sawhney & Ronnie Das, 2023. "Is #SDG13 Trending Online? Insights from Climate Change Discussions on Twitter," Information Systems Frontiers, Springer, vol. 25(1), pages 199-219, February.
    14. Cano-Marin, Enrique & Mora-Cantallops, Marçal & Sanchez-Alonso, Salvador, 2023. "The power of big data analytics over fake news: A scientometric review of Twitter as a predictive system in healthcare," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    15. Roy, Pradeep K. & Singh, Jyoti P. & Baabdullah, Abdullah M. & Kizgin, Hatice & Rana, Nripendra P., 2018. "Identifying reputation collectors in community question answering (CQA) sites: Exploring the dark side of social media," International Journal of Information Management, Elsevier, vol. 42(C), pages 25-35.
    16. Li, Xinwei & Xu, Mao & Zeng, Wenjuan & Tse, Ying Kei & Chan, Hing Kai, 2023. "Exploring customer concerns on service quality under the COVID-19 crisis: A social media analytics study from the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    17. Paolo Mariani & Andrea Marletta, 2022. "Missing value or behaviour: how to increase the signal of social media data," METRON, Springer;Sapienza Università di Roma, vol. 80(2), pages 139-151, August.
    18. Geissinger, Andrea & Laurell, Christofer & Öberg, Christina & Sandström, Christian, 2023. "Social media analytics for innovation management research: A systematic literature review and future research agenda," Technovation, Elsevier, vol. 123(C).
    19. Katharina Baum & Annika Baumann & Katharina Batzel, 2024. "Investigating Innovation Diffusion in Gender-Specific Medicine: Insights from Social Network Analysis," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 66(3), pages 335-355, June.
    20. İbrahim Gökdaş & Ömer Cem Karacaoğlu & Abdulkadir Özkaya, 2024. "COVID-19 and teachers’ digital competencies: a comprehensive bibliometric and topic modeling analysis," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cog:meanco:v9:y:2021:i:3:p:164-174. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: António Vieira or IT Department (email available below). General contact details of provider: https://www.cogitatiopress.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.