Impression management through social media : impact on the market performance of musicians’ human brands

Porto, Rafael Barreiros; Borges, Carla Peixoto; Dubois, Paulo Gasperin

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Campo DC	Valor	Idioma
dc.contributor.author	Porto, Rafael Barreiros	-
dc.contributor.author	Borges, Carla Peixoto	-
dc.contributor.author	Dubois, Paulo Gasperin	-
dc.date.accessioned	2024-02-19T12:37:22Z	-
dc.date.available	2024-02-19T12:37:22Z	-
dc.date.issued	2024-02-14	-
dc.identifier.citation	PORTO, Rafael Barreiros; BORGES, Carla Peixoto; DUBOIS, Paulo Gasperin. Impression management through social media: impact on the market performance of musicians’ human brands. Journal of Product and Brand Management, [S. l.], v. ahead-of-print, n. ahead-of-print, 2024. DOI: https://doi.org/10.1108/JPBM-05-2023-45102024.	pt_BR
dc.identifier.uri	http://repositorio2.unb.br/jspui/handle/10482/47779	-
dc.language.iso	eng	pt_BR
dc.publisher	Emerald Publishing Limited	pt_BR
dc.rights	Acesso Restrito	pt_BR
dc.title	Impression management through social media : impact on the market performance of musicians’ human brands	pt_BR
dc.type	Artigo	pt_BR
dc.subject.keyword	Redes sociais	pt_BR
dc.subject.keyword	Marca	pt_BR
dc.subject.keyword	Marketing	pt_BR
dc.subject.keyword	Marca - gestão	pt_BR
dc.identifier.doi	https://doi.org/10.1108/JPBM-05-2023-45102024	pt_BR
dc.relation.publisherversion	https://www.emerald.com/insight/content/doi/10.1108/JPBM-05-2023-4510/full/html	pt_BR
dc.description.abstract1	Purpose Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands. Design/methodology/approach Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study. Findings Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect. Originality/value To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.	pt_BR
dc.contributor.affiliation	University of Brasília, Faculty of Economics, Administration, Accounting and Public Policy Management	pt_BR
dc.contributor.affiliation	University of Brasília, Faculty of Economics, Administration, Accounting and Public Policy Management	pt_BR
dc.contributor.affiliation	University of Brasília, Management Department	pt_BR
dc.description.unidade	Faculdade de Economia, Administração, Contabilidade e Gestão de Políticas Públicas (FACE)	pt_BR
dc.description.unidade	Departamento de Administração (FACE ADM)	pt_BR
dc.description.ppg	Programa de Pós-Graduação em Administração	-
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