Purpose: This study investigates whether purchase intention is impacted by music sampling in piracy-prone emerging African markets and identifies the role of premium streaming perceived value as a driver in this relationship. Methods: The research employs Structural Equation Modeling (SEM) and the Hayes Process approach to analyze a conceptual model based on survey data of 1000 Nigerian music consumers. Results: The findings indicate that music sampling and consumer attitude positively impact purchase intention, with consumer attitude partially mediating the relationship between music sampling and purchase intention. Notably, higher levels of premium streaming perceived value optimize this mediation effect, enhancing the impact on purchase intention. Implications: The research theoretically extends the Value-Based Adoption Model (VAM) to digital music streaming in emerging economies, demonstrating how premium perceived value mediates sampling-purchase intention relationships. For managers, the research suggests that a value management strategy for musicstreaming can stimulate purchase intention even in piracy-prone African markets. Hence, value-based pricing in line with local purchasing power and value-focusing marketing can successfully counteract "free mentality" behaviors, offering sustainable growth opportunities for music-streaming firms in emerging Africaneconomies.

Refereed article (double blind peer-review), published at Journal of Tourism, Heritage & Services Marketing (Platinum Open Access journal).