The digital age for marketing impact on China music industry and Chinese consumer motivations

Abstract

This study examines the effect that the digital age takes on the music industry and the consumers' motivation. The qualitative multiple-case study methodology uses to research the objectives. The findings show Theses social media provide the new function platforms to musicians and users. From the user experiences of social media, consumer motivation includes extending social relationships and identity, users’ participation in two-way interaction between person and organizations, and a sense of enjoyment. The digital age increases the shareability, communicative and innovation of Chinese music industry.