Promocijske aktivnosti glazbenika s ciljem stvaranja interesa i uzbuđenja prije lansiranja novog proizvoda

master's thesis

• Title (english): Promotional Activities of Musicians with the Purpose of Creating Pre-release Buzz
• Author: Martina Mezak
• Mentor: Morana Fudurić (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Stvaranje interesa i uzbuđenja prije lansiranja novog proizvoda (engl. pre-release buzz) promocijska je aktivnost koja ima utjecaj na kupnju proizvoda od strane potrošača. Ono je bitan čimbenik uspjeha novog proizvoda, a definira se kao skup uočljivih izraza očekivanja od strane potrošača za novi proizvod koji se lansira na tržište. Ono je ujedno i ključni faktor za rano usvajanje novog proizvoda te ima posebnu važnost za proizvode koji imaju eksponencijalno padajući životni ciklus poput zabave, medija, i modnih proizvoda. Važnost stvaranja interesa i uzbuđenja prije lansiranja novog proizvoda očituje se u njegovom utjecaju na ishod oglašivačke kampanje te na uspješnost buduće prodaje i popularnosti proizvoda kao i u njegovom značajnom i pozitivnom utjecaju na publiku.
S obzirom na to u ovom se radu pokušao spoznati utjecaj stvaranja interesa i uzbuđenja prije lansiranja proizvoda na uspješnost glazbenika te njegovu važnost u glazbenoj industriji. Istraživanje utjecaja stvaranja interesa i uzbuđenja prije lansiranja novog proizvoda kao jednog od promocijskih aktivnosti glazbenika na uspješnost glazbenih videa provelo se kvalitativnom studijom više slučajeva (engl. multiple-case studies) u kojoj su se kombinirali primarni i sekundarni izvori podataka, tj. podaci prikupljeni s društvenih mreža promatranih glazbenika te podaci prikupljeni dubinskim intervjuima.
Zaključci provedenog istraživanja otkrivaju nam da je utjecaj stvaranja interesa i uzbuđenja prije lansiranja novog proizvoda kao jednog od promocijskih aktivnosti glazbenika na uspješnost glazbenih videa pozitivan, tj. djelomično utječe na uspješnost videa. Potiče ljude na iščekivanje videa te njegovo prvo pregledavanje. Stvaranje interesa i uzbuđenja prije lansiranja pjesama od strane benda ili glazbenika je potrebno jer se na taj način kontinuirano stvara zainteresiranost obožavatelja i povećava njihovo nestrpljenje oko izlaska nove pjesme, može potaknuti ljude na prvo slušanje pjesme. Osim toga, ono može pomoći u informiranju ljudi koji još ne znaju za taj bend o informacijama vezanima za njega. Usprkos tome, ono ne utječe pretjerano na popularnost pojedinih pjesama te na popularnost samog benda.

Abstract (english)

Pre-release buzz is a promotional activity that has an impact on the product purchase. It is an essential factor in the success of a new product and is defined as a set of observable expressions of expectations by consumers for a new product. It is also the key factor for an early adoption of a that product and is of particular importance for products that have an exponentially declining life cycle such as entertainment, media, and fashion products. The importance of pre-release buzz is reflected in its impact on the outcome of the advertising campaign and on the success of future sales and popularity of the product in a significant and positive impact on the audience.
With that in mind, this paper attempts to recognize the impact of creating pre-release buzz on the success of musicians and its importance in the music industry. Secondary data sources were used for this purpose, which includes domestic and foreign professional literature like books and scientific and professional articles.
The research on the impact of pre-release buzz as one of the promotional activities of musicians on the success of music videos was conducted by a qualitative multiple-case study combining primary and secondary data sources, i.e., data collected from the social networks of the observed musicians and data collected through interviews.
The conclusions of the research reveal that the impact of pre-release buzz as one of the promotional activities of musicians on the success of music videos is positive, i.e., it partially affects the success of videos. It encourages people to wait for the video and watch it for the first time. Furthermore, pre-release buzz creates interest and excitement before launching songs by a band or musicians is necessary because it continuously creates fan interest and increases their impatience around the release of a new song, it can encourage people to listen to the song for the first time. In addition, it can help inform people who do not yet know about that band about information related to it. Nevertheless, it does not affect the popularity of individual songs and the popularity of the band itself.

• Keywords: stvaranje interesa i uzbuđenja prije lansiranja; glazbena industrija; društvene mreže; glazbenici; glazbeni bendovi
• Keywords (english): pre-release buzz; music industry; social media; musicians; music bands
• Language: croatian
• URN:NBN: urn:nbn:hr:148:204755
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-21 09:20:49