Master's Degree by James M. Lashbrooke
Online music streaming has become a rapidly increasing social phenomenon in past few years with a... more Online music streaming has become a rapidly increasing social phenomenon in past few years with as many as 103.1 million people currently paying for music streaming services worldwide. However, the literature highlights a specific issue regarding online consumer behaviour. Recent figures published by popular online streaming service providers show that the number of people that use music streaming services for free substantially eclipses this figure. Therefore, by using Ajzen’s (1991) Theory of Planned Behaviour Model, this study identifies which factors best determine a consumer’s willingness to pay for music online.
Through the use of quantitative, statistical methods, this study finds a strong association between a person’s age group and a willingness to pay for online music streaming. This study suggests that young people demonstrate a conscience for online music consumption activity due to an increased consciousness for normative social influences and are, therefore, more likely to engage in the social behaviour. Perhaps more importantly, this study demonstrates the usefulness of applying Ajzen’s (1991) Theory of Planned Behaviour Model to research within the social sciences due its demonstrated high construct validity in addition to its ability to explain the nature of social action within an Internet technology-related consumer behaviour context.
It is hoped that the findings of this study will be used to inform some of the key players within the music industries about taking a sociological approach to the understanding of online consumer behaviour. By gaining an understanding of the motivations behind a consumer’s willingness to pay for online music streaming, better marketing initiatives can be developed to improve the disparity between fee paying and fee free users.
Bachelor's Degree by James M. Lashbrooke
© 2014 James Lashbrooke, Liverpool John Moores University
© 2014 James Lashbrooke, Liverpool John Moores University
© 2015 James Lashbrooke, Liverpool John Moores University
An ethnographic study which attempts... more © 2015 James Lashbrooke, Liverpool John Moores University
An ethnographic study which attempts to investigate how local business' affect the ways in which individuals within a culture appropriate their cultural artefacts and gain a sense of identity. Do local businesses create and control the cultural artefacts and therefore mediate cultural identity, or does culture create the demand for these artefacts to which the business creates the supply?
© 2015 James Lashbrooke, Liverpool John Moores University
© 2015 James Lashbrooke, Liverpool John Moores University
This paper discusses the issues conc... more © 2015 James Lashbrooke, Liverpool John Moores University
This paper discusses the issues concerning the pre-modern conceptualisation of authorship within its modern contexts in order to assess whether the term "auteur" is still applicable within popular music. This will be achieved by approaching issues such as creativity, originality, and genius in order to determine its validity. A considerable amount of debate within this paper will centre on the structuralist and post-structuralist debate when considering the theoretical approaches to the notions of creativity, originality, and genius within authorship and auteur theory.
The Role that the Bass Guitar plays when forming Gendered Identities and the impact that this has... more The Role that the Bass Guitar plays when forming Gendered Identities and the impact that this has had upon the influence of musical instrumental specialisation within live ensemble musical performance
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Master's Degree by James M. Lashbrooke
Through the use of quantitative, statistical methods, this study finds a strong association between a person’s age group and a willingness to pay for online music streaming. This study suggests that young people demonstrate a conscience for online music consumption activity due to an increased consciousness for normative social influences and are, therefore, more likely to engage in the social behaviour. Perhaps more importantly, this study demonstrates the usefulness of applying Ajzen’s (1991) Theory of Planned Behaviour Model to research within the social sciences due its demonstrated high construct validity in addition to its ability to explain the nature of social action within an Internet technology-related consumer behaviour context.
It is hoped that the findings of this study will be used to inform some of the key players within the music industries about taking a sociological approach to the understanding of online consumer behaviour. By gaining an understanding of the motivations behind a consumer’s willingness to pay for online music streaming, better marketing initiatives can be developed to improve the disparity between fee paying and fee free users.
Bachelor's Degree by James M. Lashbrooke
An ethnographic study which attempts to investigate how local business' affect the ways in which individuals within a culture appropriate their cultural artefacts and gain a sense of identity. Do local businesses create and control the cultural artefacts and therefore mediate cultural identity, or does culture create the demand for these artefacts to which the business creates the supply?
This paper discusses the issues concerning the pre-modern conceptualisation of authorship within its modern contexts in order to assess whether the term "auteur" is still applicable within popular music. This will be achieved by approaching issues such as creativity, originality, and genius in order to determine its validity. A considerable amount of debate within this paper will centre on the structuralist and post-structuralist debate when considering the theoretical approaches to the notions of creativity, originality, and genius within authorship and auteur theory.
Through the use of quantitative, statistical methods, this study finds a strong association between a person’s age group and a willingness to pay for online music streaming. This study suggests that young people demonstrate a conscience for online music consumption activity due to an increased consciousness for normative social influences and are, therefore, more likely to engage in the social behaviour. Perhaps more importantly, this study demonstrates the usefulness of applying Ajzen’s (1991) Theory of Planned Behaviour Model to research within the social sciences due its demonstrated high construct validity in addition to its ability to explain the nature of social action within an Internet technology-related consumer behaviour context.
It is hoped that the findings of this study will be used to inform some of the key players within the music industries about taking a sociological approach to the understanding of online consumer behaviour. By gaining an understanding of the motivations behind a consumer’s willingness to pay for online music streaming, better marketing initiatives can be developed to improve the disparity between fee paying and fee free users.
An ethnographic study which attempts to investigate how local business' affect the ways in which individuals within a culture appropriate their cultural artefacts and gain a sense of identity. Do local businesses create and control the cultural artefacts and therefore mediate cultural identity, or does culture create the demand for these artefacts to which the business creates the supply?
This paper discusses the issues concerning the pre-modern conceptualisation of authorship within its modern contexts in order to assess whether the term "auteur" is still applicable within popular music. This will be achieved by approaching issues such as creativity, originality, and genius in order to determine its validity. A considerable amount of debate within this paper will centre on the structuralist and post-structuralist debate when considering the theoretical approaches to the notions of creativity, originality, and genius within authorship and auteur theory.