Title: Internet marketing strategies for music companies: understanding the demographics of an emerging customer segment

Authors: Stephen K. Callaway

Addresses: Department of Management, MS#103, The University of Toledo, 2801 W. Bancroft St., Toledo, OH 43606, USA

Abstract: The focus for this paper is how the music industry can market to the internet generation, specifically current college students. This paper addresses whether college students represent the emerging customer demographic that can bring about a disruption to the traditional music industry. This empirical study examines the demographic characteristics of college students compared to non-college students, what value propositions they regard, and why. Results indicate that college students are more likely to download from home, to download at traditional music stores, and to value convenience and speed, whereas, non-college students are more likely to frequent traditional music stores and to value full customer service. Implications are discussed.

Keywords: music downloads; disruptive technology; demographics; internet marketing strategies; music industry; college students; value propositions.

DOI: 10.1504/IJIMA.2010.032481

International Journal of Internet Marketing and Advertising, 2010 Vol.6 No.2, pp.199 - 221

Published online: 03 Apr 2010 *

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