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Word Of Mouth Communication As A Driving Force For Music Selection: Challenges And Threats For The Music Industry

In: Marketing And Management Sciences

Author

Listed:
  • GEORGE FRIGKAS

    (Department of Marketing, Technological Education Institution (T.E.I.) of Athens, Ag. Spiridomos Str., 12210, Athens, Greece)

  • EVANGELIA SINODINOU

    (Department of Marketing, Technological Education Institution (T.E.I.) of Athens, Ag. Spiridomos Str., 12210, Athens, Greece)

  • FOTINI SKAPINAKI

    (Department of Marketing, Technological Education Institution (T.E.I.) of Athens, Ag. Spiridomos Str., 12210, Athens, Greece)

Abstract

The music industry has been particularly affected by the rapid growth of the Internet, and the widespread adoption of broadband network technologies, failing to implement novel and effective marketing practices. At the same time, traditional advertising and promotion is challenged by Word of Mouth communication (WOM). Our research examines how WOM influences music choice and distribution, focusing on the role and characteristics of opinion leaders in this sector.

Suggested Citation

  • George Frigkas & Evangelia Sinodinou & Fotini Skapinaki, 2010. "Word Of Mouth Communication As A Driving Force For Music Selection: Challenges And Threats For The Music Industry," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 93, pages 519-522, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0093
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    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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