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The music-related websites may serve as the effective platforms for the social media marketing of PACs
due to the active usage of the sites by various target markets. Many of them possess Web 2.0 features that
can be used for social interaction with customers and building fans community. The data obtained from
question 12 and 13 illustrate what kind of Music 2.0 websites are used and viral marketing activities are
carried out by the respondents. Question 14 indicates the willingness to expand the presence on these
websites. It is important to observe the tendency among the respondents. Even if they currently do not
undertake any marketing activity they may plan to start using them in near future.
The next three questions determine practices of PACs in social media working with brand
advocates/opinion leaders.
Question 15: Do you identify the potential brand advocates or opinion leaders who present on
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