Exploring the role of social media in music promotion: A study of artist-fan engagement and brand loyalty
Meiqin Chen
University of York
DOI: https://doi.org/10.59429/pmcs.v7i1.9539
Keywords: Social media marketing; Music industry; Artist-fan engagement; Brand loyalty; Parasocial relationships
Abstract
Since social media platforms have turned into essential tools for music promotion, it is crucial for artists and other industry stakeholders to comprehend how exactly they contribute to the development of the parasocial bond and the improvement of brand loyalty. In a quantitative method, online questionnaires investigated 167 young active consumers who engage with artist on social media platforms. Specifically, the study focuses on the interaction of social media music promotion, artist-fan engagement and brand loyalty with its dimensions of repurchase intention, word of mouth, and commitment and attachment. The results indicate a positive significant relationship between the use of social media music promotion and the artist and fan contact. Besides, social media promotion has a large and positive effect in enhancing brand loyalty outcomes, among which artist-fan engagement has a strong moderation effect. This study offers theoretical advancements to the development of parasocial relationships in the context of digital media and offers practical implications to music industry stakeholders.
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