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The impact of sales when marketing a unique direct-to-consumer bundle to a niche music market on Facebook.

机译：在Facebook上向小众音乐市场营销独特的直接面向消费者的捆绑销售时，销售的影响。

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摘要

The purpose of this study is to determine the impact on sales when marketing a unique direct-to-consumer package on Facebook through “status updates.” Record labels are exploring new methods to increase their profits and have shifted their marketing practices to utilize emerging online platforms to market their products. In order to accomplish this, labels are offering exclusive packages or “bundles” through unique webstores. Labels market these bundles by utilizing new platforms, such as Facebook, which allows them to target passionate fans. As a result, record labels can create unique marketing messages, tailored to a specific group of fans. Currently there is a lack of empirical data analysis that determines if Facebook status updates have any impact on direct-to-consumer bundle sales. This study examined three status updates from two different artists with established fan bases on Facebook. Data was gathered and analyzed by web analytic tool including Google Analytics. Success was determined by comparing the number of bundle sales twenty-four hours before the status update and the number of bundle sales twenty-four hours after the status update was published. The study revealed that marketing a direct-to-consumer bundle via Facebook status updates did have a direct impact on sales. Specifically each status update saw an increase in sales 24-48 hours after it was published.
机译：这项研究的目的是确定通过“状态更新”在Facebook上营销独特的直接面向消费者的套餐时对销售的影响。唱片公司正在探索增加利润的新方法，并改变了其营销实践，以利用新兴的在线平台来营销其产品。为了做到这一点，标签通过独特的网上商店提供独家包装或“捆绑包”。标签通过利用诸如Facebook之类的新平台来销售这些捆绑产品，从而使他们可以定位热情的粉丝。结果，唱片公司可以创建针对特定粉丝群的独特营销信息。当前，缺乏确定Facebook状态更新是否对直接销售给消费者的捆绑销售有任何影响的经验数据分析。这项研究调查了两位不同艺术家的三个状态更新，这些艺术家在Facebook上建立了粉丝基础。数据是通过包括Google Analytics（分析）在内的网络分析工具收集和分析的。通过比较状态更新前24小时的捆绑销售数量和状态更新发布后24小时的捆绑销售数量来确定成功。该研究表明，通过Facebook状态更新营销直接面向消费者的捆绑销售确实对销售产生了直接影响。具体而言，每个状态更新在发布后的24-48小时内销售额都有增长。

著录项

  • 作者

    Hefter, Thomas J.;

  • 作者单位

    The William Paterson University of New Jersey.;

  • 授予单位 The William Paterson University of New Jersey.;
  • 学科 Business Administration Marketing.;Web Studies.;Music.
  • 学位 M.B.A.
  • 年度 2012
  • 页码 74 p.
  • 总页数 74
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 原子核物理学、高能物理学;
  • 关键词

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