Start Date

12-13-2015

Description

Despite the widespread adoption of social networks, the potential value of implementing similar opportunities for social interaction into online content consumption websites has received limited attention. What little research has been done suggests that there is significant potential in implementing social features onto these sites, since increased interaction can lead to higher engagement with the site, and to an increase in users' willingness to pay for the site. Considering that music in an inherently social good, and that consumers desire the opportunity to involve social aspects into their consumption of music, this study develops a new approach to examine the specific types of features that can lead to a feeling of online social connectedness. Results suggest that this distinction is valuable, and the type of features that is most likely to lead to feelings of connectedness is highlighted. Implications for site developers and researchers are also discussed.

Share

COinS
 
Dec 13th, 12:00 AM

Music is Social: From Online Social Features to Online Social Connectedness

Despite the widespread adoption of social networks, the potential value of implementing similar opportunities for social interaction into online content consumption websites has received limited attention. What little research has been done suggests that there is significant potential in implementing social features onto these sites, since increased interaction can lead to higher engagement with the site, and to an increase in users' willingness to pay for the site. Considering that music in an inherently social good, and that consumers desire the opportunity to involve social aspects into their consumption of music, this study develops a new approach to examine the specific types of features that can lead to a feeling of online social connectedness. Results suggest that this distinction is valuable, and the type of features that is most likely to lead to feelings of connectedness is highlighted. Implications for site developers and researchers are also discussed.