IT-Enabled Broadcasting in Social Media: An Empirical Study of Artists’ Activities and Music Sales

With the emergence of social media and Web 2.0, broadcasting in the online environment has evolved into a new form of marketing due to the much broader reach enabled by information technology. This paper quantifies the effect of artists’ broadcasting activities on a well-known social media site for music, MySpace, on music sales. We employ a panel vector autoregression (Panel VAR) model to investigate the inter-relationship between broadcasting...