Exploring determinants of digital music success in South Korea

This study investigated the determinants of digital music success in South Korea. We identified information sources and factors that may influence the consumption of digital music, including song and artist factors, record label and distributor influence factors, promotional media influence factors, and electronic word of mouth (e-WOM). The analysis was conducted using music download data and ranking chart data from a major music platform. First, we found that traditional promotional media, such as the number of television or radio exposures and appearances in an audition program, significantly affected the success of music. Second, regarding social promotional media factors, promotional videos on YouTube mainly affected short-term success, whereas Twitter mentions showed an increasing influence over time. Third, an artist with a long career positively affected a song's early success, while frequent song releases had a negative impact. Our results offer marketers insights into promoting digital music in this new era.