Contemporary brand strategy creation and portrayal of a music artist on social media : A management perspective

The technological advancements in the web 2.0 era have been argued to have had a great impact on creating brand strategy and conducting communication. The music industry is categorized as a high interactivity industry, thus the interaction between marketing practitioners and consumersis high in its nature. Though, as consumers are empowered to either engage with or ignore marketing campaigns, the importance is argued for developing a deeper...