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Erschienen in: Journal of the Academy of Marketing Science 5/2018

26.02.2018 | Original Empirical Research

Online group influence and digital product consumption

verfasst von: Jifeng Mu, Ellen Thomas, Jiayin Qi, Yong Tan

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 5/2018

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Abstract

This article examines the differential effects of online group influence on digital product consumption, using the context of online music listening with a distinction between mainstream music and niche music. The results suggest that the relationship between online groups, product category, and digital product consumption is more complex than previously conceived. We find that superordinate in-groups have a stronger influence on mainstream music listening, while subordinate in-groups have a higher impact on niche music listening. Music listeners can cross in-group lines to listen to music, although the effect on digital music consumption is not as strong as with superordinate in-groups on mainstream listening and subordinate in-groups on niche music listening. Our results also suggest that the positive effect of groups on online music listening reaches an initial ceiling effect before it hits a tipping point and accelerates. The findings provide novel insights into the role of online group influence in the growing reality of digital products and changing consumer behavior.

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Metadaten
Titel
Online group influence and digital product consumption
verfasst von
Jifeng Mu
Ellen Thomas
Jiayin Qi
Yong Tan
Publikationsdatum
26.02.2018
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 5/2018
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-018-0578-5

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