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dc.contributor.authorAdewumi, Olugbenga Michael
dc.date.accessioned2019-02-28T10:36:24Z
dc.date.available2019-02-28T10:36:24Z
dc.date.issued2018
dc.identifier.urihttp://hdl.handle.net/11250/2588002
dc.descriptionMaster's thesis Music management MU501 - University of Agder 2018nb_NO
dc.description.abstractBuilding on two marketing theories: the product and marketing concept, this study conceptualizes how music sampling, consumers’ income and attitude affect streaming subscription in Nigeria. The aim is to test whether efficient market for streaming subscription could be developed in emerging economies and contribute to growth in the world digital music markets. The study used a binomial logistic regression to analyse 230 observations obtained from a survey data to estimate a conceptual framework. Results show that music sampling positively affect streaming subscription. Conversely, consumers’ income and attitude are both not significant. Subsequently, sensitivity analysis shows that, employed young consumers (18-24 years of age) may not adopt subscription service, but young unemployed consumers have the tendency to embrace the model to cushion unemployment effect on their wellbeing. The implication is that subscription model seems inefficient and yet lucrative for streaming business in Nigeria. A similar research results in other emerging economies may indicate that expected level of revenue growth in the world digital music market is not yet feasible. Hence, a focussed and efficient copyrights management organizations may be required for a potential future. Keywords: consumers’ attitude; consumers’ income; logistic regression; marketing concept; music sampling; streaming subscription service.nb_NO
dc.language.isoengnb_NO
dc.publisherUniversitetet i Agder ; University of Agdernb_NO
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.no*
dc.subjectMU501nb_NO
dc.subjectconsumers’ attitudenb_NO
dc.subjectconsumers’ incomenb_NO
dc.subjectlogistic regressionnb_NO
dc.subjectmarketing conceptnb_NO
dc.subjectmusic samplingnb_NO
dc.subjectstreaming subscription servicenb_NO
dc.titleINVESTIGATING MARKET POTENTIAL FOR STREAMING SUBSCRIPTION MODEL IN EMERGING ECONOMIES : A CASE OF NIGERIAnb_NO
dc.typeMaster thesisnb_NO
dc.subject.nsiVDP::Samfunnsvitenskap: 200::Økonomi: 210nb_NO
dc.source.pagenumber66 p.nb_NO


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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal