Impression management through social media: impact on the market performance of musicians’ human brands

What is it about?

Marketers create the impressions of musicians' human brand on social media to achieve better market performance. The main focus of this study is how effective this management is in terms of music sales metrics, number of contracted concerts, and musician popularity. We show that varying the tactics of this impression on social media can generate effects that improve or worsen musicians' performance in these metrics.

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