The Conversation - Our study on musicians’ public charity advocacy analyzed over 300,000 public messages of 384 musicians on Twitter, Facebook and Instagram and their weekly music sales from 2016 to 2017. Among these messages, only around 5,000 supported social causes, or less than two for every 100 messages. This illustrated artists’ great hesitancy towards public advocacy. However, we found that publicly backing charity causes on both an intermittent and regular basis earned musicians more likes, shares and comments. These artists also increased music sales, whether they sent these messages occasionally or constantly. Regular advocacy messages far outperformed intermittent ones in drawing attention and boosting sales.
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