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Exploring determinants of digital music success in South Korea

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Abstract

This study investigated the determinants of digital music success in South Korea. We identified information sources and factors that may influence the consumption of digital music, including song and artist factors, record label and distributor influence factors, promotional media influence factors, and electronic word of mouth (e-WOM). The analysis was conducted using music download data and ranking chart data from a major music platform. First, we found that traditional promotional media, such as the number of television or radio exposures and appearances in an audition program, significantly affected the success of music. Second, regarding social promotional media factors, promotional videos on YouTube mainly affected short-term success, whereas Twitter mentions showed an increasing influence over time. Third, an artist with a long career positively affected a song's early success, while frequent song releases had a negative impact. Our results offer marketers insights into promoting digital music in this new era.

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  1. Myounggu Lee

    Present address: School of Business and Technology Management, College of Business, Korea Advanced Institute of Science and Technology, Daejeon, Republic of Korea

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  1. School of Business and Technology Management, College of Business, Korea Advanced Institute of Science and Technology, Daejeon, Republic of Korea

    Hye-jin Kim

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Correspondence to Hye-jin Kim.

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Lee, M., Kim, Hj. Exploring determinants of digital music success in South Korea. Electron Commer Res 24, 1659–1680 (2024). https://doi.org/10.1007/s10660-022-09573-5

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