Abstract
This study investigates the role of ‘relevant others’ in influencing illegal downloading behaviour of pop music within the church community context. Specifically, it examines how personal factors (“spirituality”, “moral judgement”, and “attitude towards the church”) and social factors (“facilitating conditions”, “teaching of the church”, and “reference group influence”) affect “attitude towards illegal downloading” that lead to the intention of downloading pop music illegally from the Internet. The Theory of Planned Behaviour will be used as a theoretical foundation of this study. A number of implications for social marketers will be discussed along with future research directions.
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Casidy, R., Casidy, R. (2016). Thou Shalt Not Steal: Illegal Downloading Behaviour in a Church Community Context. In: Campbell, C., Ma, J. (eds) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-24184-5_101
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