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首页> 外文期刊>Frontiers in Psychology >The Effects of User Engagements for User and Company Generated Videos on Music Sales: Empirical Evidence From YouTube
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The Effects of User Engagements for User and Company Generated Videos on Music Sales: Empirical Evidence From YouTube

机译：用户参与和公司生成的视频的用户参与度对音乐销售的影响：来自YouTube的经验证据

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With the growth of social network services, users have been able to freely create and share music in ways that were once thought unimaginable. Sharing a music video through such platforms can now be done simply by anyone with access to a computer or smart phone. Online music content can be divided into two major categories—user-generated content (UGC) and company-generated content (CGC). While previous studies on the content of online music videos have examined the impact of this content on, for example, a company's marketing effectiveness and brand image, they have given little attention to the different effects of user engagement of UGC and user engagement of CGC. This study attempts to address this lack by examining how these two kinds of user engagement differently influence user music choices. We will also examine the differing levels of impact on users across the initial, middle, and final periods after a song is released. In order to examine the different impacts of user engagement, we apply an estimation of generalized least squares (GLS) with a panel dataset of 1,035 songs found on Gaon, the official South Korean music ranking chart. We use the number of music video shares generated by users and firms as proxy variables of user engagement in UGC and CGC, respectively. We find that user engagement of UGC and CGC positively influence music sales. We also find that the effects are not static, but rather change in the initial, middle, and final periods after a song is released. In particular, this study finds that the effect of user engagement of UGC on sales is greater than the effect of user engagement of CGC in the initial period but that the effect of the latter becomes similar to that of former at the end of this period. This finding suggests that managers of digital music providers should encourage consumers to create their own content in the initial period, as potential consumers are more likely to buy songs with more UGC content and shares in the initial period.
机译：随着社交网络服务的增长，用户已经能够以以前认为难以想象的方式自由创作和共享音乐。现在，任何能够访问计算机或智能手机的人都可以简单地通过此类平台共享音乐视频。在线音乐内容可以分为两大类：用户生成的内容（UGC）和公司生成的内容（CGC）。尽管先前对在线音乐视频内容的研究已经研究了这种内容对公司营销效果和品牌形象的影响，但他们很少关注UGC用户参与和CGC用户参与的不同影响。这项研究试图通过研究这两种用户参与如何不同地影响用户音乐选择来解决这一不足。我们还将研究歌曲发行后的最初，中期和最终阶段对用户的不同影响程度。为了检查用户参与的不同影响，我们对韩国官方音乐排名表Gaon上的1,035首歌曲的面板数据集进行了广义最小二乘（GLS）估计。我们将用户和公司产生的音乐视频份额的数量分别用作用户参与UGC和CGC的代理变量。我们发现，UGC和CGC的用户参与度对音乐销售产生了积极影响。我们还发现，效果不是一成不变的，而是在歌曲发行后的最初，中间和最后阶段发生变化。特别是，该研究发现，在初期，UGC的用户参与度对销售的影响大于CGC的用户参与度，但在此阶段末期，后者的影响与前者类似。这一发现表明，数字音乐提供商的管理者应在初期鼓励消费者创建自己的内容，因为潜在的消费者在初期更可能购买具有更多UGC内容和份额的歌曲。

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