Matching Website and Audience Personality: The Case of Music Artist Marketing

Springer, Paul (2017) Matching Website and Audience Personality: The Case of Music Artist Marketing. In: Personality, Design and Marketing: Matching design to customer personal preferences. Routledge, London, pp. 105-115. ISBN 9780566087844

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Abstract / Summary

This chapter considers the role that personality plays in drawing certain groups to visit music artists’ commercial websites. It does this through analysis of two commercial websites, how key visitors (or ‘followers’) are targeted by commercial agents for specific web spaces, and then retained in those spaces by content that is relevant to their tastes, values and modes of conversation. This mechanism is known as ‘pull-marketing’ or ‘retargeting’, to use the language of the advertising technology (adTech) industry.

The two web spaces examined consider the extent of congruity between the personality of the artists and that of online followers, with the latter gauged through the co-opted input of site visitors. It is contended that congruity is reinforced through the active participation of followers and fans who reinforce the values, aesthetic sensibilities and tones of voice already operating in the websites. The cases presented show how followers’ co-generation and spreading of artists communications reinforce the personalities of the site and the artists represented there. The type of marketing and advertising activity described in this chapter tends to be labelled as ‘neuromarketing’.

Item Type: Book Section
ISBN: 9780566087844
Subjects: Communication > Creative Advertising
Courses by Department: The School of Communication > Creative Advertising
Depositing User: Paul Springer
Date Deposited: 04 Nov 2019 14:47
Last Modified: 04 Nov 2019 14:47
URI: http://repository.falmouth.ac.uk/id/eprint/3631

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