Individuals' use of music streaming platforms: the role of social media use and flow experience[L'usage des plateformes de streaming musical par les individus: le rôle de l'usage des médias sociaux et de l'expérience de flow]

Information and communication technologies have permanently transformed the recorded music industry. Despite these upheavals, research in Information Systems Management has paid relatively little attention to individual behaviors in terms of music consumption, particularly through the use of streaming services. This research aims to better understand individuals' use of music streaming platforms by studying the use of social media to access artists' content, as well as the contribution of these media to a deepening of the musical experience on other platforms, particularly streaming platforms. Drawing on research on the use of information technologies, the roles of beliefs about the quality of social media as well as flow are analyzed in this process. A research model that includes 7 hypotheses is developed. This model is then tested through a survey conducted with 222 users of the media and platforms Instagram and YouTube. The results show that social media usage behavior can lead to the use of another media, a music streaming platform, highlighting a logic of value cocreation between media. The results are then discussed. The contributions and limitations of the work are highlighted.