UID:
kobvindex_INTbi00005324
Format:
42 pages :
,
illustrations ;
,
21 × 29.7 cm.
Content:
AI-GENERATED ABSTRACT: Abstract: Purpose: During the COVID-19 pandemic, social media platforms such as TikTok have played a significant role, drawing in content makers and performers alike. This research seeks to answer whether individuals' exposure to a song on TikTok has a different effect on their interest and degree of liking with music than exposure to the same song solely on other music streaming platforms. The research also expects to show how TikTok might be a marketing tool for musicians. Research Design and Methodology: The study uses a quantitative research approach to determine whether, or not, watching TikTok videos increases viewers' interest in and preference for a song. Quantitative information is gathered from two groups of respondents using structured surveys with PANAS questions and Likert scale questions. The research uses the reliable and accurate Music Receptivity Scale (MRS) to measure the participants' degree of liking a specific song. Findings: The results of this research examine how viewing a TikTok video effects Gen Z listeners' degree of liking a piece of new music. Participants in the baseline group were only asked to listen to a song on Spotify. The participants in the second group, who first saw a TikTok video showed more interest and liking in the song than those in the baseline group. A statistically significant difference in average scores between the two groups indicates that participants' interest and impressions of the music were affected by their exposure to TikTok. Value, originality: These results add to the expanding body of literature on TikTok as a music marketing tool, suggesting future directions for the independent music industry and general music industry. The study provides insights into the potential of TikTok as a vital tool for enhancing the degree of liking for a song, which illuminates the role of TikTok in changing music tastes and emotional reactions among Generation Z. Keywords: TikTok, degree of liking, music consumption, social media, Generation Z, music marketing, Music Receptivity Scale
Note:
DISSERTATION NOTE: Bachelor of Arts thesis in International Management & Marketing, Berlin International University of Applied Sciences, 2023.
,
MACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction.................................................................1 2. Literature Review............................................................4 2.1. the Music Industry......................................................4 2.2. the Paradigm Shift in Unveiling Musical Talents: Accepting a New Era of Artist Discovery................................................7 2.3. Music Marketing........................................................8 2.3.1. Marketing of Emerging, Lesser-known, or Independent Artists......8 2.3.2. Overview of Tiktok as a Marketing Tool..........................10 2.3.3. Going Viral on Tiktok - Lizzo’s Case............................13 2.4. Theoretical Framework on Music Marketing and Social Media.............15 2.5. Previous Research on the Impact of Tiktok on Music Consumption and Engagement..........................................................16 3. Research Design and Methodology.............................................18 3.1. Sampling Method.......................................................19 3.2. Procedure.............................................................19 3.3. Data Collection and Analysis..........................................21 4. Findings...................................................................21 4.1. Presentation of the Data..............................................22 4.2. a Comparative Analysis of Baseline Group and Tiktok Group.............25 5. Discussion................................................................28 5.1. Study Implications....................................................28 5.2. Limitations of the Study..............................................29 5.3. Future Directions.....................................................31 6. Conclusion................................................................31 7. References................................................................33
Language:
Undetermined
Keywords:
Academic theses
