Impact of the digital content marketing in music industry on customer satisfaction

This bachelor’s thesis examines the impact of digital content marketing in music industry on customer satisfaction. In order to achieve this principal goal, there were identified several sub-objectives and chosen two different markets for further analysis – Czech and Russian. The topic was covered from both points of view, business side and customer side. Thesis contains a brief introduction into the problem, overview of digital content marketing and its typology, unique terminology crucial for understanding of the topic, analysis of music customer behaviour, overview of behavioural intentions and decision-making process. The practical part is based on the quantitative survey conducted in February 2023. The aim of practical part was to examine the effects of digital content marketing on the music industry customers and to determine if there are any significant differences in the customer behaviour between the audiences of the above-mentioned regions and what are these differences. Results show that a properly implemented DCM campaign has a positive effect on customers’ satisfaction and longevity of interest. Two representative samples behave similarly, but some regional and behavioural differences that should be taken into account. Additionally, to summarize the results a visual model was developed. The following bachelor thesis should be perceived as a small, but valuable contribution to this topic and academic literature, as it has been modestly explored before. Moreover, thesis results could be of help for representatives of music industry itself and those just immerging into the topic.