Abstract
To better understand hedonic utility of social media users, we conducted a study among university students using musicians’ Facebook pages for digital content consumption. Our study measures the effects of peer influence and media richness as subjects evaluated different musician’s pages with different levels of both effects. The results show support for our key hypothesis that social media users are influenced by peer influence in making choices to “like” something. More importantly, the key aspects of the product (in our case, music) were less of a predictor of consumer choice.
Recommended Citation
Sopha, Matthew and S Raghu, T, "It’s Not All About the Music: User Preference for Musicians on Facebook" (2012). AMCIS 2012 Proceedings. 19.
https://aisel.aisnet.org/amcis2012/proceedings/EndUserIS/19
It’s Not All About the Music: User Preference for Musicians on Facebook
To better understand hedonic utility of social media users, we conducted a study among university students using musicians’ Facebook pages for digital content consumption. Our study measures the effects of peer influence and media richness as subjects evaluated different musician’s pages with different levels of both effects. The results show support for our key hypothesis that social media users are influenced by peer influence in making choices to “like” something. More importantly, the key aspects of the product (in our case, music) were less of a predictor of consumer choice.