How to Unleash the Virus -- Social Networks as a Host for Viral Music Marketing

Abstract

With the rise of social networks the ways in which consumers communicate have changed sustainably. Companies recognise this change, and use word-of-mouth communication and viral marketing as means to reflect this change and to communicate with consumers and attract their attention. This is particularly true for the music business, where viral marketing is important. However, at the same time knowledge is missing regarding the systematic conduction of viral marketing in social networks, especially for music. Therefore, in this paper it is analysed (1) how the characteristics of digital music affect the viral marketing process, (2) critical factors for the viral marketing of digital music are derived and (3) the factors are evaluated in qualitative interviews. Thereby this paper (1) contributes to the understanding of how social networks can be used for viral marketing activities and (2) provides a scientific foundation and practical guiding points for the systematic undertaking of viral marketing of digital music in social networks. The findings are important for the emerging area of research on viral music marketing and for the challenges of music marketers in practice.