Online group influence and digital product consumption

• Published in: Journal of the Academy of Marketing Science Vol. 46; no. 5; pp. 921 - 947
• Main Authors: Mu, Jifeng, Thomas, Ellen, Qi, Jiayin, Tan, Yong
• Format: Journal Article
• Language: English
• Published: New York Springer US 01.09.2018; Springer; Springer Nature B.V
• Subjects: Analysis; Business and Management; Consumer behavior; Consumption; Electronic discussion groups; Influence; Listening; Marketing; Music; Online music; Original Empirical Research; Social Sciences; User groups; Online music listening; Group influence; Digital product consumption; Superordinate in-group; Subordinate in-group; Mainstream and niche music
• ISSN: 0092-0703; 1552-7824
• DOI: 10.1007/s11747-018-0578-5

This article examines the differential effects of online group influence on digital product consumption, using the context of online music listening with a distinction between mainstream music and niche music. The results suggest that the relationship between online groups, product category, and digital product consumption is more complex than previously conceived. We find that superordinate in-groups have a stronger influence on mainstream music listening, while subordinate in-groups have a higher impact on niche music listening. Music listeners can cross in-group lines to listen to music, although the effect on digital music consumption is not as strong as with superordinate in-groups on mainstream listening and subordinate in-groups on niche music listening. Our results also suggest that the positive effect of groups on online music listening reaches an initial ceiling effect before it hits a tipping point and accelerates. The findings provide novel insights into the role of online group influence in the growing reality of digital products and changing consumer behavior.