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SINGERS' ONLINE MARKETING STRATEGIES IN GUANGDONG PROVINCE: HOW TO ESTABLISH AND MAINTAIN A STRONG ONLINE PRESENCE FOR EFFECTIVE MUSIC PROMOTION AND FAN ENGAGEMENT
Resource type
Authors/contributors
- Feng, Qiuyuan (Author)
- Maneira, Antonio (Contributor)
- University of Saint Joseph (Contributor)
Title
SINGERS' ONLINE MARKETING STRATEGIES IN GUANGDONG PROVINCE: HOW TO ESTABLISH AND MAINTAIN A STRONG ONLINE PRESENCE FOR EFFECTIVE MUSIC PROMOTION AND FAN ENGAGEMENT
Abstract
Previous research has explored the development of online music and singers in Guangdong Province; however, there is a gap in understanding how singers establish and maintain a strong online presence through effective online marketing strategies. To fill this gap, this study employs a mixed-methods approach to deeply investigate how Guangdong singers leverage digital platforms for effective music promotion and fan engagement. Online questionnaires were distributed via Xiaohongshu and WeChat, collecting 153 valid responses from fans, which were analyzed to understand interaction methods and their impact on singers. Additionally, semi-structured interviews were conducted with three Guangdong singers and one music company employee, and the interview data were thoroughly analyzed.The findings indicate that Guangdong singers utilize specific social media platforms (such as TikTok) to create and share personalized content and establish direct interactions with fans. These strategies are crucial for successful music promotion and fan engagement. In the highly competitive online music market, adopting such targeted digital marketing strategies allows singers to significantly enhance their visibility and fan engagement. This approach not only holds significant importance for the personal development of singers in Guangdong but also has far-reaching implications for the prosperity of the music industry and the creative economy as a whole
University
University of Saint Joseph
Place
Macau
Date
2024
# of Pages
82
Language
eng
Short Title
SINGERS' ONLINE MARKETING STRATEGIES IN GUANGDONG PROVINCE
Library Catalog
Library Catalog (Koha)
Call Number
M-CM 2024 FEN,QIU
Notes
Supervisor : AntoĢnio ManeiraIn Partial Fulfillment of the Requirements for the Degree of Master of Communication and Media in the Faculty of Art and Humanities, University of Saint Joseph, Macau, May/2024
Citation
Feng, Q. (2024). SINGERS’ ONLINE MARKETING STRATEGIES IN GUANGDONG PROVINCE: HOW TO ESTABLISH AND MAINTAIN A STRONG ONLINE PRESENCE FOR EFFECTIVE MUSIC PROMOTION AND FAN ENGAGEMENT [University of Saint Joseph]. https://library-opac.usj.edu.mo/cgi-bin/koha/opac-detail.pl?biblionumber=223088
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