Linda Ryan Bengtsson and Jessica Edlom
This article examines the ways in which the popular music industry markets artists through integrated transmedia marketing campaigns. These campaigns unfold across multiple media…
Abstract
Purpose
This article examines the ways in which the popular music industry markets artists through integrated transmedia marketing campaigns. These campaigns unfold across multiple media and create multiple pathways for audience engagement, particularly fan engagement, across social media platforms. The purpose is to further theorise the relationship between artists, the music industry and audiences.
Design/methodology/approach
The study used digital ethnography to scrutinise the activities within a contemporary music transmedia marketing campaign, focusing on the release of Taylor Swift's album Reputation as an illustrative case.
Findings
The study demonstrates how strategically curated activities encompass platforms' affordances and industry events by making use of fan engagement across social media platforms and streaming services. Fans shift through platforms, as well as across digital and physical spaces, through defined marketing activities at specific times. This article proposes the concept of choreographed engagement to specifically address the ways in which the temporal and spatial aspects of social media marketing are used at the intersection of platform logic, algorithm economy and fan engagement to reach wider audiences.
Originality/value
By proposing the concept of choreographed engagement, the authors bridge the gap between fan practices and marketing practices, providing insight into how commodification of fan engagement is utilised spatially and temporally within the contemporary platform economy. Choreographed engagement constitutes a significant aspect of strategic communication and marketing. The term expands the vocabulary used in the debate on the commodification of artistic work, and audience engagement in the platform era.
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Hiep Cong Pham, Linda Brennan, Lukas Parker, Nhat Tram Phan-Le, Irfan Ulhaq, Mathews Zanda Nkhoma and Minh Nhat Nguyen
Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study…
Abstract
Purpose
Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study aims to explore how the 7Ps (product, price, promotion, place, physical evidence, process and people) marketing mix, as part of an internal social marketing approach, can be used to gain an understanding of employees’ interactions within an organization’s cybersecurity environment. This understanding could inform the design of servicescapes and behavioral infrastructure to promote and maintain cybersecurity compliance.
Design/methodology/approach
This study adopted an inductive qualitative approach using in-depth interviews with employees in several Vietnamese organizations. Discussions were centered on employee experiences and their perceptions of cybersecurity initiatives, as well as the impact of initiatives on compliance behavior. Responses were then categorized under the 7Ps marketing mix framework.
Findings
The study shows that assessing a cybersecurity program using the 7P mix enables the systematic capture of users’ security compliance and acceptance of IT systems. Additionally, understanding the interactions between system elements permits the design of behavioral infrastructure to enhance security efforts. Results also show that user engagement is essential in developing secure systems. User engagement requires developing shared objectives, localized communications, co-designing of efficient processes and understanding the “pain points” of security compliance. The knowledge developed from this research provides a framework for those managing cybersecurity systems and enables the design human-centered systems conducive to compliance.
Originality/value
The study is one of the first to use a cross-disciplinary social marketing approach to examine how employees experience and comply with security initiatives. Previous studies have mostly focused on determinants of compliance behavior without providing a clear platform for management action. Internal social marketing using 7Ps provides a simple but innovative approach to reexamine existing compliance approaches. Findings from the study could leverage proven successful marketing techniques to promote security compliance.