Conclusions and theorical and managerial implications
| Conclusions | Theorical and managerial implications |
|---|---|
| Homophily influences music eWOM adoption and social identity perception | Social similarity perception increases interest in message adoption but also in how consumers could associate their own personalities around the content creator. Social media and streaming platforms could exchange profile information to create potential synergies to develop the consumers profile and customize service offers |
| Social identity influences music eWOM adoption | Observation of behaviour associated with an individual's reference group may positively predispose to proactive adoption of such information. Figures such as “influencers” can play a key role in the dissemination of music, as their reach is not only greater than that of other users, but the involvement of their contacts favours greater adoption of their message |
| eWOM influences music consumption | eWOM influences music consumption, which in streaming platforms could lead to instantaneous access and consumption. Music has a hedonistic nature whose intangible essence makes the creation of expectations important in reducing the risk of consumption |
| Conclusions | Theorical and managerial implications |
|---|---|
| Homophily influences music eWOM adoption and social identity perception | Social similarity perception increases interest in message adoption but also in how consumers could associate their own personalities around the content creator. Social media and streaming platforms could exchange profile information to create potential synergies to develop the consumers profile and customize service offers |
| Social identity influences music eWOM adoption | Observation of behaviour associated with an individual's reference group may positively predispose to proactive adoption of such information. Figures such as “influencers” can play a key role in the dissemination of music, as their reach is not only greater than that of other users, but the involvement of their contacts favours greater adoption of their message |
| eWOM influences music consumption | eWOM influences music consumption, which in streaming platforms could lead to instantaneous access and consumption. Music has a hedonistic nature whose intangible essence makes the creation of expectations important in reducing the risk of consumption |
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