Iranian Music Marketing in The Digital Era

Subject Areas : Journal of Cultural Management

Mohammad Beigi ¹ , Abbasali Ghaiyoomi ² , Sousan Alaei ³ , Niloofar Solhjoo ⁴

1 - Department of Cultural Management, Faculty of Management, Azad Islamic University North Tehran, Iran
2 - cultural vice presidend
3 - Faculty member of Islamic Azad University, north Tehran branch
4 - Research Assistant, Information Studies Lab., University of Tehran

Received: 2019-07-01 Accepted : 2019-09-17 Published : 2021-07-23

Keywords: 4S model, Online marketing, Music production companies, music, marketing mix,

Abstract :

The development of internet technology has helped to revive of music products. The purpose of this study is to find out how an internet marketing plan can aid in the growth and the development of an Iranian music production company. Our goals were to investigate the four elements of System, Site, Scope, and Synergy in the context of online music marketing from the point of view of music production and distribution companies in Tehran. This is a survey-based study, using a designed questionnaire based on the 4S web-marketing mix model to collect the views of managers and experts in this field on the factors affecting the success of online marketing of music albums. The study population is the companies that produce and distribute music products in Tehran, which is currently 58 companies, and randomly we selected 160 companies to participate in this study. Results indicate that all four elements of internet marketing mix (scope, site, synergy, and system) are effective in improving the performance of Iranian music companies. Also, the results of this study indicate that from the perspective of music companies the elements of scope, synergy, site and system are the most important factors respectively. Also, all the indicators designed for each element of online music marketing are desirable or relatively favorable. The 4S internet marketing mix model has the potential to be used in the marketing of music products, and all its elements are effective for online music marketing success.

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