Behind the Buzz: Pre-Release Consumer Buzz on TikTok
Visala, Eveliina (2025)
2025
Kauppatieteiden maisteriohjelma - Master's Programme in Business Studies
Johtamisen ja talouden tiedekunta - Faculty of Management and Business
Hyväksymispäivämäärä
2025-09-15
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202509028925
https://urn.fi/URN:NBN:fi:tuni-202509028925
Tiivistelmä
Due to the increasing competition in the music industry, capturing consumer attention and creating anticipation for an upcoming release has become crucial in music marketing. This is especially true for independent artists. TikTok has emerged as a key platform for generating pre-release consumer buzz which refers to the aggregation of observable expressions of anticipation by consumers for a forthcoming new product. The app is particularly popular among younger audiences who frequently discover new music through it.
The purpose of this study is to discover what shapes pre-release consumer buzz from the consumer's perspective and deepen understanding of the individuals who contribute to generating it in the context of upcoming music releases. It examines the elements that shape, arouse, and drive pre-release consumer buzz, as well as the archetypes of people who participate in it. The theory draws on previous studies, many of which utilize a different definition of consumer buzz.
This study was conducted as qualitative research, and the data was generated using thematic interviews. The data consists of interviews with ten members of Gen Z who have experienced pre-release consumer buzz on TikTok in the context of music releases. The analysis applied a data-driven approach and the interpretation followed mostly inductive reasoning, which reflects the study's aim to understand the phenomenon as it occurs in individuals.
The study identified six key factors that shape pre-release buzz which were the consumer’s relationship with the artist, consumer wants and needs, the perceived or realized quality of the release, the quality of the content, social aspects, and the relatability to the content or the release. In addition, four consumer archetypes were found. These were named Super Fan, Enthusiast, Music Critic, and Cherry Picker, each characterized by differing motivations, behaviors, and attitudes toward unreleased music.
The results emphasize how subjective pre-release consumer buzz is and highlight the impact that platforms like TikTok have on shaping it. This thesis contributes to the theory of pre-release consumer buzz on social media using a clear definition and offers practical insights for artists, labels, and marketers on how to create and drive anticipation on the platform.
The purpose of this study is to discover what shapes pre-release consumer buzz from the consumer's perspective and deepen understanding of the individuals who contribute to generating it in the context of upcoming music releases. It examines the elements that shape, arouse, and drive pre-release consumer buzz, as well as the archetypes of people who participate in it. The theory draws on previous studies, many of which utilize a different definition of consumer buzz.
This study was conducted as qualitative research, and the data was generated using thematic interviews. The data consists of interviews with ten members of Gen Z who have experienced pre-release consumer buzz on TikTok in the context of music releases. The analysis applied a data-driven approach and the interpretation followed mostly inductive reasoning, which reflects the study's aim to understand the phenomenon as it occurs in individuals.
The study identified six key factors that shape pre-release buzz which were the consumer’s relationship with the artist, consumer wants and needs, the perceived or realized quality of the release, the quality of the content, social aspects, and the relatability to the content or the release. In addition, four consumer archetypes were found. These were named Super Fan, Enthusiast, Music Critic, and Cherry Picker, each characterized by differing motivations, behaviors, and attitudes toward unreleased music.
The results emphasize how subjective pre-release consumer buzz is and highlight the impact that platforms like TikTok have on shaping it. This thesis contributes to the theory of pre-release consumer buzz on social media using a clear definition and offers practical insights for artists, labels, and marketers on how to create and drive anticipation on the platform.