Cha, Kyoung Cheon; Suh, Minah; Kwon, Gusang; Yang, Seungeun - In: Asia Pacific Journal of Marketing and Logistics 32 (2019) 5, pp. 1132-1148
Purpose: The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively. Design/methodology/approach: The...