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Online social influence and consumer choice: Evidence from the music industry.

机译：在线社交影响力和消费者选择：来自音乐行业的证据。

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摘要

This dissertation is comprised of four chapters examining online word-of-mouth (WOM) created on music blogs and within an online community and its relationship with music consumption. The first chapter introduces the dissertation as a series of studies examining social media and its role in influencing consumption of digital goods. In the second chapter, we examine the inter-relationship between music blogs and consumption, through both online sampling and sales, and in the context of the "Long Tail." We find that the relationship between blogging and sampling and that between sampling and sales differs between the "body" and the "tail" of music sales, suggesting blog users favor music shared by blogs with higher levels of influence, and that the impact of blog influence is stronger in the tail relative to the body of the sales distribution.;The third chapter examines the relationship between overall music blog buzz and album sales using two distinct empirical approaches: Granger Causality (GC) to examine the causal direction or time precedence between the two variables, and Two-Stage Least Squares (2SLS) to analyze the contemporaneous and simultaneous relationship between buzz and sales. Using GC, we find evidence of bi-directional causality for the full sample and the record label sub-samples. The 2SLS analysis indicates that blog buzz has a positive and significant impact on album sales, which is stronger for independently released music (versus major labels) and for older releases (versus recent releases).;The final chapter examines online social influence, through "bandwagon" and local network influence, and its relationship with consumption within an online music community. We find evidence of bandwagon influence in the full sample and across record label sub-samples. We also find that an actor's network neighbors' consumption does influence the focal actor's consumption decisions. This relationship varies across genres and, interestingly, that as the number of network neighbors increase, the influence of the local social network decreases.;Put together, the research in this dissertation sheds new light on the dual roles of blogs both as a mechanism for social influence and platform for media sharing, and how these impact consumer choice with respect to media consumption.
机译：本文共分四章，内容涉及音乐博客和在线社区中创建的在线口碑（WOM）及其与音乐消费的关系。第一章将论文介绍为一系列研究社交媒体及其在影响数字商品消费中的作用的研究。在第二章中，我们通过在线采样和销售以及在“长尾巴”的背景下研究了音乐博客与消费之间的相互关系。我们发现，博客销售与抽样之间的关系以及抽样销售与销售之间的关系在音乐销售的“主体”和“尾部”之间是不同的，这表明博客用户偏爱具有较高影响力的博客共享的音乐，并且博客的影响相对于销售分布的主体而言，尾部的影响更大。；第三章使用两种不同的经验方法研究了音乐博客的整体嗡嗡声和专辑销售之间的关系：Granger因果关系（GC）考察了两者之间的因果关系或时间先后顺序这两个变量和两阶段最小二乘（2SLS）来分析嗡嗡声和销售之间的同期和同时关系。使用GC，我们发现整个样本和记录标签子样本存在双向因果关系的证据。 2SLS分析表明，博客嗡嗡声对专辑销量产生了积极而显着的影响，这对于独立发行的音乐（相对于主要唱片公司）和较旧的唱片（相对于最近发行的唱片）来说更为明显。；最后一章通过“潮流”和本地网络的影响，以及它与在线音乐社区中消费的关系。我们在整个样本中和跨记录标签子样本中发现了潮流影响的证据。我们还发现，参与者的网络邻居的消费确实会影响焦点参与者的消费决策。这种关系因体裁而异，有趣的是，随着网络邻居数量的增加，本地社交网络的影响力会减小。总而言之，本文的研究为博客的双重作用提供了新的视角社会影响力和媒体共享平台，以及这些因素如何影响消费者在媒体消费方面的选择。

著录项

  • 作者

    Ramaprasad, Jui.;

  • 作者单位

    University of California, Irvine.;

  • 授予单位 University of California, Irvine.;
  • 学科 Business Administration Management.
  • 学位 Ph.D.
  • 年度 2009
  • 页码 126 p.
  • 总页数 126
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

  • 入库时间 2022-08-17 11:38:27

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