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The advice to musicians and marketers is to focus on what they love: a truism for practitioners is to find 1000 'true fans' and make $100 from each of them (Kelly, 2008. 1000 True fans. The Technium). If this advice is correct, we should see musicians with loyal user bases engaging more with their favourite artists and less with other music, suggesting a narrow targeting strategy would suffice. On the other hand, the established marketing laws indicate that the listeners of very different genres should overlap more than conventional wisdom would suggest, supporting the need for a much broader approach to targeting potential audiences. Given these conflicting views, musicians need to know if they should market to their existing listeners, the listeners of music similar to theirs (i.e., the same genre), or if they should try to reach a much wider audience. We turn to established choice patterns from the marketing literature to address these questions in the music context. This study examines 84,000,000 observations of music listening from 27,000 unique global users between 2013 and 2014 and survey data from 2019 containing music listening from over 1000 representative respondents in the United States. The results show that listening follows the Duplication of Purchase law for genres, artists, albums, and songs, at an annual, 6-months, 3-months, 1-month, and 1-week period, with no indication of partitioned music listening. The implication is that musicians should try to reach all potential listeners, regardless of what they already listen to. These findings contribute to the theoretical knowledge about duplication analyses of various durations, extend the contexts of choice behaviour that exhibit this pattern, and managerially, to knowledge about the extent of potential audiences and 'share of ear' competition. Refereed/Peer-reviewed

Based on the analysis of two sets of data (a cross-sectional online survey of five product categories with an average sample size of 525 and a longitudinal telecommunications panel of more than two million respondents), this study detects a positive relationship between the market size (purchase penetration) of Iranian e-brands (or websites) and the percentage of customers shared with other e-brands. This finding is consistent with the well-established Duplication of Purchase Law; it also holds over time and across different markets (e.g., repertoire v. subscription). Hence, this study makes a twofold contribution to marketing knowledge. First, it expands the collection of empirical evidence concerning the Duplication of Purchase, which thus far is primarily within offline contexts and Western countries. Second, it addresses issues inherent to research on e-loyalty, such as the over emphasis on evaluating loyalty for one e-brand at a time via complex attitudinal measures. Accordingly, this study advances consumer buying behaviour research by clarifying that, similar to offline domains and other geographical areas, e-loyalty in this buoyant Middle Eastern market divides across a small number of e-brands. It is also best appraised through behavioural loyalty and by comparing multiple e-brands competing within the same market. These outcomes translate into a series of practical guidelines for the strategic management of e-brands, improving the practical understanding how e-brands compete and grow. Refereed/Peer-reviewed