The Components of Hip-Hop Music that Influence and Impact Consumers Buying Behavior
Prior research has studied the influences on music consumption and purchase. This research examines aspects of music that drive the purchase of hip-hop music. Specifically, this study examines the effects of music content and performer characteristics on the purchase of rap music. Billboard music charts will be used to prove this study. These charts will assess why consumers enjoy hip-hop music, their knowledge of hip-hop music, what characteristics of rap music and rap music performers influence their attitudes towards the songs they listen to and buy, and other relevant factors that may influence their music purchase decisions. Demographic information, such as consumers' gender, age, and level of education will also be analyzed to determine whether these factors play a significant role in hip-hop music consumption.
School:
Howard University
Department:
Music Business
Research Advisor:
Tiffany Barnett White
Department of Research Advisor:
Business Administration
Year of Publication:
2005