Young consumers’ brain responses to pop music on Youtube
Purpose The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively. Design/methodology/approach The authors c...
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| Published in: | Asia Pacific journal of marketing and logistics 2020-06, Vol.32 (5), p.1132-1148 |
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Young consumers’ brain responses to pop music on Youtube |
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Article |
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Cha, Kyoung Cheon Suh, Minah Kwon, Gusang Yang, Seungeun Lee, Eun Ju |
| subjects |
Audiences Brain research Consumer behavior Consumption Digital music Digital technology Digitization Heart rate Listening Marketing Music industry Musical performances Popular music Purchase intention Senses Social networks Sound Streaming media Streaming services Success User generated content |
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Asia Pacific journal of marketing and logistics, 2020-06, Vol.32 (5), p.1132-1148 |
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Purpose
The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively.
Design/methodology/approach
The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity.
Findings
The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation.
Research limitations/implications
Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness.
Practical implications
These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments.
Social implications
Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience.
Originality/value
This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing. |
| language |
eng |
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ABI/INFORM Global; Emerald |
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ISSN: 1355-5855 |
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1355-5855 1758-4248 |
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http://sfxeu10.hosted.exlibrisgroup.com/loughborough?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2024-04-30T13%3A16%3A39IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Young%20consumers%E2%80%99%20brain%20responses%20to%20pop%20music%20on%20Youtube&rft.jtitle=Asia%20Pacific%20journal%20of%20marketing%20and%20logistics&rft.au=Cha,%20Kyoung%20Cheon&rft.date=2020-06-23&rft.volume=32&rft.issue=5&rft.spage=1132&rft.epage=1148&rft.pages=1132-1148&rft.issn=1355-5855&rft.eissn=1758-4248&rft_id=info:doi/10.1108/APJML-04-2019-0247&rft_dat=%3Cproquest_cross%3E2534604421%3C/proquest_cross%3E%3Cgrp_id%3Ecdi_FETCH-LOGICAL-c317t-82a8d4273bbaf7d98ba8d2a5a258e7d5f7f979100b8b51920671e424c05b20223%3C/grp_id%3E%3Coa%3E%3C/oa%3E%3Curl%3E%3C/url%3E&rft_id=info:oai/&rft_pqid=2534604421&rft_id=info:pmid/ |
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Asia Pacific journal of marketing and logistics |
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1132 |
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1148 |
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The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively.
Design/methodology/approach
The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity.
Findings
The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation.
Research limitations/implications
Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness.
Practical implications
These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments.
Social implications
Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience.
Originality/value
This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.</description><identifier>ISSN: 1355-5855</identifier><identifier>EISSN: 1758-4248</identifier><identifier>DOI: 10.1108/APJML-04-2019-0247</identifier><language>eng</language><publisher>Patrington: Emerald Publishing Limited</publisher><subject>Audiences ; Brain research ; Consumer behavior ; Consumption ; Digital music ; Digital technology ; Digitization ; Heart rate ; Listening ; Marketing ; Music industry ; Musical performances ; Popular music ; Purchase intention ; Senses ; Social networks ; Sound ; Streaming media ; Streaming services ; Success ; User generated content</subject><ispartof>Asia Pacific journal of marketing and logistics, 2020-06, Vol.32 (5), p.1132-1148</ispartof><rights>Emerald Publishing Limited</rights><rights>Emerald Publishing Limited 2019</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c317t-82a8d4273bbaf7d98ba8d2a5a258e7d5f7f979100b8b51920671e424c05b20223</citedby><cites>FETCH-LOGICAL-c317t-82a8d4273bbaf7d98ba8d2a5a258e7d5f7f979100b8b51920671e424c05b20223</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.proquest.com/docview/2534604421/fulltextPDF?pq-origsite=primo$$EPDF$$P50$$Gproquest$$H</linktopdf><linktohtml>$$Uhttps://www.proquest.com/docview/2534604421?pq-origsite=primo$$EHTML$$P50$$Gproquest$$H</linktohtml><link.rule.ids>315,787,791,2140,11733,27992,27993,36132,44716,53606,75877</link.rule.ids></links><search><creatorcontrib>Cha, Kyoung Cheon</creatorcontrib><creatorcontrib>Suh, Minah</creatorcontrib><creatorcontrib>Kwon, Gusang</creatorcontrib><creatorcontrib>Yang, Seungeun</creatorcontrib><creatorcontrib>Lee, Eun Ju</creatorcontrib><title>Young consumers’ brain responses to pop music on Youtube</title><title>Asia Pacific journal of marketing and logistics</title><description>Purpose
The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively.
Design/methodology/approach
The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity.
Findings
The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation.
Research limitations/implications
Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness.
Practical implications
These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments.
Social implications
Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience.
Originality/value
This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.</description><subject>Audiences</subject><subject>Brain research</subject><subject>Consumer behavior</subject><subject>Consumption</subject><subject>Digital music</subject><subject>Digital technology</subject><subject>Digitization</subject><subject>Heart rate</subject><subject>Listening</subject><subject>Marketing</subject><subject>Music industry</subject><subject>Musical performances</subject><subject>Popular music</subject><subject>Purchase intention</subject><subject>Senses</subject><subject>Social networks</subject><subject>Sound</subject><subject>Streaming media</subject><subject>Streaming services</subject><subject>Success</subject><subject>User generated content</subject><issn>1355-5855</issn><issn>1758-4248</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2020</creationdate><recordtype>article</recordtype><sourceid>M0C</sourceid><recordid>eNptkL1OwzAQgC0EEqXwAkyWmA3ni107bFUFBVQEAwxMlp04qFUbBzsZ2HgNXo8nwaUsSEw-n-67n4-QUw7nnIO-mD7e3S8YCIbASwYo1B4ZcSU1Eyj0fo4LKZnUUh6So5RWABlDPiKXL2FoX2kV2jRsfExfH5_URbtsafSpy1mfaB9oFzq6GdKyoqGlGekH54_JQWPXyZ_8vmPyfH31NLthi4f57Wy6YFXBVc80Wl0LVIVztlF1qV3-o5UWpfaqlo1qSlVyAKed5CXCRHGft65AOgTEYkzOdn27GN4Gn3qzCkNs80iDshATEAJ5rsJdVRVDStE3povLjY3vhoPZOjI_jgwIs3Vkto4yxHeQz7fbdf0_88dr8Q0qJ2g1</recordid><startdate>20200623</startdate><enddate>20200623</enddate><creator>Cha, Kyoung Cheon</creator><creator>Suh, Minah</creator><creator>Kwon, Gusang</creator><creator>Yang, Seungeun</creator><creator>Lee, Eun Ju</creator><general>Emerald Publishing Limited</general><general>Emerald Group Publishing Limited</general><scope>AAYXX</scope><scope>CITATION</scope><scope>0U~</scope><scope>1-H</scope><scope>7RO</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>8AO</scope><scope>AFKRA</scope><scope>AXJJW</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>F~G</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>PQBIZ</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PRINS</scope><scope>Q9U</scope></search><sort><creationdate>20200623</creationdate><title>Young consumers’ brain responses to pop music on Youtube</title><author>Cha, Kyoung Cheon ; Suh, Minah ; Kwon, Gusang ; Yang, Seungeun ; Lee, Eun Ju</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c317t-82a8d4273bbaf7d98ba8d2a5a258e7d5f7f979100b8b51920671e424c05b20223</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2020</creationdate><topic>Audiences</topic><topic>Brain research</topic><topic>Consumer behavior</topic><topic>Consumption</topic><topic>Digital music</topic><topic>Digital technology</topic><topic>Digitization</topic><topic>Heart rate</topic><topic>Listening</topic><topic>Marketing</topic><topic>Music industry</topic><topic>Musical performances</topic><topic>Popular music</topic><topic>Purchase intention</topic><topic>Senses</topic><topic>Social networks</topic><topic>Sound</topic><topic>Streaming media</topic><topic>Streaming services</topic><topic>Success</topic><topic>User generated content</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Cha, Kyoung Cheon</creatorcontrib><creatorcontrib>Suh, Minah</creatorcontrib><creatorcontrib>Kwon, Gusang</creatorcontrib><creatorcontrib>Yang, Seungeun</creatorcontrib><creatorcontrib>Lee, Eun Ju</creatorcontrib><collection>CrossRef</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Asian Business Database</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest Pharma Collection</collection><collection>ProQuest Central</collection><collection>Asian & European Business Collection</collection><collection>ProQuest Central</collection><collection>ProQuest Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>One Business</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><collection>ProQuest Central Basic</collection><jtitle>Asia Pacific journal of marketing and logistics</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Cha, Kyoung Cheon</au><au>Suh, Minah</au><au>Kwon, Gusang</au><au>Yang, Seungeun</au><au>Lee, Eun Ju</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Young consumers’ brain responses to pop music on Youtube</atitle><jtitle>Asia Pacific journal of marketing and logistics</jtitle><date>2020-06-23</date><risdate>2020</risdate><volume>32</volume><issue>5</issue><spage>1132</spage><epage>1148</epage><pages>1132-1148</pages><issn>1355-5855</issn><eissn>1758-4248</eissn><abstract>Purpose
The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively.
Design/methodology/approach
The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity.
Findings
The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation.
Research limitations/implications
Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness.
Practical implications
These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments.
Social implications
Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience.
Originality/value
This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.</abstract><cop>Patrington</cop><pub>Emerald Publishing Limited</pub><doi>10.1108/APJML-04-2019-0247</doi></addata></record> |