Preface. Table of Contents. List of Figures. List of Tables. List of Abbreviations. 1 Introduction 1. 2 Problem 23.

Transcription

1 XI Outline Foreword Preface Outline Table of Contents List of Figures List of Tables List of Abbreviations VII IX XI XIII XXI XXIII XXV 1 Introduction 1 2 Problem 23 3 Related Work 35 4 Development of the Research Question 49 5 Methodology of this Thesis 55 6 Foundations 67 7 Critical Factors in the Viral Marketing Process Evaluation Summary, Conclusion and Outlook 209 Appendix 219 References 223

2 XIII Table of Contents Foreword Preface Outline Table of Contents List of Figures List of Tables List of Abbreviations VII IX XI XIII XXI XXIII XXV 1 Introduction Motivation Digitalisation of Music Impacts of Digitalisation Creation Marketing Consumption Piracy Focus of this Thesis Definitions Music / Digital Music Digitalisation / Digital Goods Attention 13 1,3.4Marketing / Social Media Marketing Advertising Word-of-Mouth / Electronic Word-of-Mouth Viral Marketing / Word-of-Mouth Marketing Web2.0/Social Media Social Network / Online Community Thesis Structure 20

3 XIV 2 Problem Specific Problem: Attention The Overload of Music The Scarcity of Attention Problem Relevance Impact of Digitalisation Economic Dimensions Existing Approaches 31 3 Related Work Methodology Related Fields of Research Related Scientific Work Digital Music Digital Music and Viral Marketing Viral Marketing and Social Networks Digital Music and Social Networks Digital Music, Viral Marketing and Social Networks Related Work in Practice Related Literature in Practice Practical Approaches and Applications 47 4 Development of the Research Question Required Knowledge Deriving the Research Question 50 5 Methodology of this Thesis Scientific Discipline Research Paradigms Behavioural Science Design Science Related Research Paradigm Methodological Approach of this Thesis 63

4 XV 6 Foundations Methodology Foundations of Music Marketing Recorded Music and Music Marketing Historical and Technical Development The Music Value Chain Music as a Digital Good Non-Rival Infinitely Expansible Discrete Aspatial Transmutable/Recombinable Quality Uncertainties System-Dependable Further Characteristics Economic Aspects of Digital Music Key Players, Roles and Assets Marketing and Value Creation External Influences and New Approaches Viral Marketing of Digital Music Viral Marketing to Attract Attention Viral Marketing as a Chance Advantages of Viral Marketing Disadvantages of Viral Marketing Influencing Factors Opportunities of Viral Marketing Viral Marketing and Digital Music Social Networks and Viral Marketing of Digital Music Social Networks to enable Viral Marketing Social Networks as Communication Platforms Social Networks and Viral Marketing 107

5 XVI Social Networks and Digital Music Social Networks and Music Social Networks and Viral Marketing of Music Critical Factors in the Viral Marketing Process Methodology Collecting General Critical Factors Identifying Characteristics of Digital Music Deriving Specific Critical Factors Documenting in Viral Marketing Model Viral Marketing Process General Critical Factors Message Design Simple Message Attractiveness Seeding Relevant Messengers Relevant Message Spreading Effortless Transfer and Utilizing Existing Resources Exploiting Common Motivations and Behaviours Encouraging Communication and Creating Engagement Characteristics of Digital Music Experience Good Simplicity Shortness Emotionality Repetitivity Parallelism Sociality Spreadability Immediacy Transmutability 139

6 XVII 7.5 Deriving Specific Critical Factors Message Design Integration of Music Seeding Relevant Social Context Relevant Situative Context Spreading Enabling Integration in Context Encouraging Music Experience and Rewarding Viral Impact Summary of Specific Critical Factors Critical Factors in Exemplary Campaigns PSY - Gangnam Style Message Design Seeding Spreading Result Lily Allen - Escape the Fear Message Design Seeding Spreading Result Kaiser Chiefs - The Future is Medieval Message Design Seeding Spreading Result Summary of Exemplary Campaigns Summary Evaluation Methodology Data Collection 181

7 XVIII Qualitative Interviews Selection of Experts Conduction of Interviews Data Analysis Results Message Design Integration of Music in the Message Support of Music by Other Elements of a Message Tailored Message Complementary Messages Seeding Addressing Opinion Leaders directly Social Context is Relevant Seeding to Groups Seed Message in Relevant Context Seed Message where Communication takes Place Spreading Enable Spreading where Consumers Communicate Support Targeted Spreading Integrate Fans Music Consumption is Important Encouraging Consumption & Viral Impact Further Results Viral Marketing of Music as a Continuous Process Relationship between Artist and Fan Findings Message Design Seeding Spreading Limitations 207

8 XIX 9 Summary, Conclusion and Outlook Summary Theoretical Contributions Understanding Viral Marketing of Digital Music Characteristics of Digital Music Critical Factors of Viral Music Marketing Practical Implications Open Issues and Further Research 215 Appendix 219 A.1 Interview Guideline 219 Message Design 219 Seeding 219 Spreading 220 A.2 List of Interviewed Experts 221 References 223