Résumé : |
The purpose of this paper was to assess the influence social media have on the marketing of music artists and how they are perceived by their audience. The study has derived its conceptual framework from previous work done by Portal, S., Abratt, R., and Bendixen, M. (2018), Lunardo R., Gergaud O., Livat F. (2015), and Alok R.Saboo, V.Kumar and Girish Ramani (2015) with some added attributes. Theoretical developments in this paper is based based on bibliographical research (academic and professional) related to the topic. The results confirm the significance social media have on how music artists are perceived by the consumers and branded, however social media are not the prime factors of those changes but rather the catalyst of a psychological evolution on the consumers’ side and the emergence of new consumer’s needs and expectations. |