{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,7]],"date-time":"2026-03-07T08:13:17Z","timestamp":1772871197090,"version":"3.50.1"},"reference-count":85,"publisher":"MIS Quarterly","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,9,1]]},"abstract":"<jats:p>This study investigates how \u201cHashtag Dance Challenges\u201d (HDCs), a phenomenon popularized on the short-video platform TikTok, are instrumental in helping music artists gain traction in the digital music marketplace. HDCs represent an appealing combination of music and dance, designed to engage users and achieve virality, thereby benefiting artists whose music is featured. This research focuses on how HDCs contribute to the success of women artists, as compared to men, in an industry known for its diversity but challenged by gender inclusivity. We apply role congruity theory to posit that women artists are in a better position to derive benefits from being featured on HDCs, relative to male artists, particularly in cases of gender concordance\u2014when both the creator and the artist are women. We measure the benefits of HDCs using daily changes in the artist\u2019s followership on Spotify, a leading music streaming service, and test our hypotheses using song and artist-level data collected from Spotify and TikTok. We found that artists featured in a new HDC achieve a significant increase in followership on Spotify, relative to similar artists not featured in an HDC. Further, we observed that women creators drive this effect, enhancing the daily growth of Spotify followers by approximately 3% more for women artists, underscoring the value of gender concordance. Our findings shed light on the role of short videos, especially through the vehicle of HDCs, in advancing women artists, while also promoting inclusivity within the digital music industry.<\/jats:p>","DOI":"10.25300\/misq\/2024\/18527","type":"journal-article","created":{"date-parts":[[2025,7,3]],"date-time":"2025-07-03T15:14:39Z","timestamp":1751555679000},"page":"861-886","source":"Crossref","is-referenced-by-count":3,"title":["Dancing to the #Challenge: The Effect of TikTok on Closing the Artist Gender Gap in the Music Industry"],"prefix":"10.25300","volume":"49","author":[{"given":"Yifei","family":"Wang","sequence":"first","affiliation":[{"name":"Department of Decision Sciences, Peter T. Paul College of Business and Economics University of New Hampshire, Durham, NH, U.S.A."}]},{"given":"Jui","family":"Ramaprasad","sequence":"additional","affiliation":[{"name":"Decision, Operations & Information Technologies, Smith School of Business University of Maryland, College Park, MD, U.S.A."}]},{"given":"Anandasivam","family":"Gopal","sequence":"additional","affiliation":[{"name":"Division of Information Technology and Operations Management Nanyang Business School, Singapore"}]}],"member":"10933","published-online":{"date-parts":[[2025,9,1]]},"reference":[{"issue":"1","key":"2025090211530156800_b1-02_ra_10_25300_misq_2024_18527","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1111\/0034-6527.00321","article-title":"Semiparametric difference-in-differences estimators","volume":"72","author":"Abadie","year":"2005","journal-title":"The Review of Economic Studies"},{"key":"2025090211530156800_b2-02_ra_10_25300_misq_2024_18527","doi-asserted-by":"publisher","first-page":"221","DOI":"10.1515\/9781400829828-010","article-title":"Parallel worlds: fixed effects, differences-in-differences, and panel data","volume-title":"Mostly harmless econometrics","author":"Angrist","year":"2008"},{"issue":"9","key":"2025090211530156800_b3-02_ra_10_25300_misq_2024_18527","doi-asserted-by":"publisher","first-page":"1623","DOI":"10.1287\/mnsc.1110.1421","article-title":"Creating social contagion through viral product design: A randomized trial of peer influence in networks","volume":"57","author":"Aral","year":"2011","journal-title":"Management Science"},{"issue":"9","key":"2025090211530156800_b4-02_ra_10_25300_misq_2024_18527","doi-asserted-by":"publisher","first-page":"1092","DOI":"10.1093\/aje\/kwq224","article-title":"Statistical criteria for selecting the optimal number of untreated subjects matched to each treated subject when using many-to-one matching on the propensity score","volume":"172","author":"Austin","year":"2010","journal-title":"American Journal of Epidemiology"},{"key":"2025090211530156800_b5-02_ra_10_25300_misq_2024_18527","unstructured":"Bain, K.\n           (2022). 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