Are SoundCloud Plays Effective?

Hey guys let me start by saying this is the first thread i've started so I apologize in advance if this is in the wrong section or simply common knowledge.

Are SoundCloud Plays effective? I see everyone selling and buying them but I'm more interested in the organic growth after you purchase plays. Does it actually help you grow your music/business? I sell beats online and I was wondering if anyone had any success/failures with buying SoundCloud plays.