LOS BLOGS INCENTIVAN LAS VENTAS DE MÚSICA
Un estudio reciente de la Leonard N. Stern School of Business de la New York University, titulado “Does Chatter Matter? The Impact of User-Generated Content on Music Sales”, estableció la existencia de una relación entre los posteos en blogs y las ventas de música, de modo tal que el volumen de los primeros puede influir significativamente en el incremento de las segundas.
Los autores resumieron las conclusiones de su estudio de esta manera:
“The Internet has enabled the era of user-generated content, potentially breaking the hegemony of traditional content generators as the primary sources of “legitimate” information. Prime examples of user-generated content are blogs and social networking sites, which allow easy publishing of and access to information. In this study, we examine the usefulness of such content, consisting of data from blogs and social networking sites in predicting sales in the music industry. We track the changes in online chatter for a sample of 108 albums for four weeks before and after their release dates. We use linear and nonlinear regression to identify the relative significance of online variables on their observation date in predicting future album unit sales two weeks ahead. Our findings are as follows: (a) the volume of blog posts about an album is positively correlated with future sales, (b) greater increases in an artist’s Myspace friends week over week have a weaker correlation to higher future sales, (c) traditional factors are still relevant – albums released by major labels and albums with a number of reviews from mainstream sources like Rolling Stone also tended to have higher future sales. More generally, the study provides some preliminary answers for marketing managers interested in assessing the relative importance of the burgeoning number of “Web 2.0” information metrics that are becoming available on the Internet, and how looking at interactions among them could provide predictive value beyond viewing them in isolation. The study also provides a framework for thinking about when user-generated content influences decision making”.
El trabajo de campo realizado arrojó las siguientes evidencias:
(i) Cuando los posteos superaron la cantidad de 40, las ventas triplicaron el promedio previsto.
(ii) Tratándose de un álbum editado por una major, las ventas se incrementaron cinco veces.
(iii) Superados los 250 posteos, las ventas aumentaron seis veces, se tratara de un álbum de una major o de un sello independiente.
(iv) La influencia del número de “amigos” de un MySpace en las ventas es menor que la verificada por los posteos en los blogs.
Un estudio reciente de la Leonard N. Stern School of Business de la New York University, titulado “Does Chatter Matter? The Impact of User-Generated Content on Music Sales”, estableció la existencia de una relación entre los posteos en blogs y las ventas de música, de modo tal que el volumen de los primeros puede influir significativamente en el incremento de las segundas.
Los autores resumieron las conclusiones de su estudio de esta manera:
“The Internet has enabled the era of user-generated content, potentially breaking the hegemony of traditional content generators as the primary sources of “legitimate” information. Prime examples of user-generated content are blogs and social networking sites, which allow easy publishing of and access to information. In this study, we examine the usefulness of such content, consisting of data from blogs and social networking sites in predicting sales in the music industry. We track the changes in online chatter for a sample of 108 albums for four weeks before and after their release dates. We use linear and nonlinear regression to identify the relative significance of online variables on their observation date in predicting future album unit sales two weeks ahead. Our findings are as follows: (a) the volume of blog posts about an album is positively correlated with future sales, (b) greater increases in an artist’s Myspace friends week over week have a weaker correlation to higher future sales, (c) traditional factors are still relevant – albums released by major labels and albums with a number of reviews from mainstream sources like Rolling Stone also tended to have higher future sales. More generally, the study provides some preliminary answers for marketing managers interested in assessing the relative importance of the burgeoning number of “Web 2.0” information metrics that are becoming available on the Internet, and how looking at interactions among them could provide predictive value beyond viewing them in isolation. The study also provides a framework for thinking about when user-generated content influences decision making”.
El trabajo de campo realizado arrojó las siguientes evidencias:
(i) Cuando los posteos superaron la cantidad de 40, las ventas triplicaron el promedio previsto.
(ii) Tratándose de un álbum editado por una major, las ventas se incrementaron cinco veces.
(iii) Superados los 250 posteos, las ventas aumentaron seis veces, se tratara de un álbum de una major o de un sello independiente.
(iv) La influencia del número de “amigos” de un MySpace en las ventas es menor que la verificada por los posteos en los blogs.