Exploring young artists' digital performance using online community engagement

• Autor(a) principal: Policarpo, Pedro Nuno Vaz
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19144
• topic: Human brand; Involvement; Authenticity; Brand identity; Brand community engagement; Co-creation; Brand love; Marca humana; Envolvimento; Autenticidade; Identidade da marca; Engagement da comunidade da marca; Cocriação; Amor pela marca

New music artists have been emerging in recent years through new digital plat-forms and streaming services. These platforms allow us to build a community and interact with members who share the same tastes and ideas. Hence, new artists find success through their communities’ support and engagement. Analysing this phenomenon might be quite important for understanding music artists and how the engagement with their fans is han-dled. Accordingly, this study analysed a set of drivers such as: Involvement, Authenticity, Brand Identity, Brand Community Engagement, Co-creation and Brand Love. The results show clearly that Involvement has a significant positive effect on Brand Community En-gagement and on Co-creation, Authenticity has also a positive influence on Brand Com-munity Engagement, and, lastly, Brand Community Engagement and Co-creation have a rather significant positive impact on Brand Love. Hence, one can assume that the more involved an artist’s fan is, the higher his engagement in communities will be, as well as his aptitude to co-create, which can, subsequently, lead to very high levels of engagement or love for the brand. Music artists that are perceived as authentic by their fans may also con-tribute to high levels of engagement in their online community. At a time when the number of digital channels is increasing, in which music artists can communicate and release their music, understanding how this kind of human brands can stand out in a more and more competitive and crowded environment becomes of paramount importance.