Do social media sites helps musicians create relationships with their fans?

What is it about?

We look at the impact social media has on how music fans feel about their favorite musicians, and whether than leads to more purchase intent, and less intent to illegally download the music. We ask if fans feel a closer tie with the musicians if they feel they can have a conversation with the musician on that musicians social network site, and if they feel the musician is being sincere on the social network site. What we found was that the more the fan felt they could have a conversation with the musician, and that the musician was being sincere, the more time they spent on the musician's social media site, and the more likely they were to purchase.

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Why is it important?

Social media is growing by leaps and bounds. At the same time, music is more available for lower costs and is sadly sometimes shared or downloaded illegally. So musicians and the music industry need to create a stronger, more devoted fan following. This study provides some direction of what is working to create stronger ties with musicians, and a greater likelihood of music purchase.