Matching Website and Audience Personality: The Case of Music Artist Marketing
- Submitting institution
-
Falmouth University
- Unit of assessment
- 32 - Art and Design: History, Practice and Theory
- Output identifier
- 312
- Type
- C - Chapter in book
- DOI
-
-
- Book title
- Personality, Design and Marketing: Matching design to customer personal preferences
- Publisher
- Routledge
- ISBN
- 9780566087844
- Open access status
- Out of scope for open access requirements
- Month of publication
- January
- Year of publication
- 2017
- URL
-
-
- Supplementary information
-
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- Request cross-referral to
- -
- Output has been delayed by COVID-19
- No
- COVID-19 affected output statement
- -
- Forensic science
- No
- Criminology
- No
- Interdisciplinary
- No
- Number of additional authors
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0
- Research group(s)
-
-
- Proposed double-weighted
- No
- Reserve for an output with double weighting
- Yes
- Additional information
- Utilising a primary data mine developed by global AdTech firm RadiumOne, the essay used coding techniques and sample analysis to examine the ways in which high-profile pop acts interacted with their 'influencer' fan bases. The essay focused on how particular social platforms operated as marketing tools, and the ways in which local uses of language morphed to develop a closed communication mode between pop acts and self-selected super fans.
The essay was used to inform RadiumOne's work with Universal music, and the published version of the findings built upon earlier collaborative work between the author and Glora Moss (Buckinghamshire New University), which featured as an impact statement for REF14 attracting what was determined to be a 3* or 4* rating.
- Author contribution statement
- -
- Non-English
- No
- English abstract
- -