Search results for "marketing concept"

INVESTIGATING MARKET POTENTIAL FOR STREAMING SUBSCRIPTION MODEL IN EMERGING ECONOMIES : A CASE OF NIGERIA

2018

Master's thesis Music management MU501 - University of Agder 2018 Building 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 s…