Music in Advertisement on Social Media Platforms Towards Malaysian Young Consumers’ Decision Making to Purchase (original) (raw)
Related papers
2019
Article history: Received 19 April 2019 Received in revised form 2 May 2019 Accepted 10 May 2019 Available online 19 May 2019 The purpose of this article is to explore the exposure of musical power in television advertising on consumer decision making. This study applies an in-depth interview as the method of data collection from young consumers. The in-depth interview involves ten informants that were selected based on purposive sampling. The sampling was chosen based on demographic and psychographic survey as to explore their knowledge of topic interest. The Elaboration Likelihood Model (ELM) was applied to view the process of decision making among young consumers vis-à-vis of musical content in television advertisement. Using thematic approach, two themes emerged from qualitative data. The finding reported in this study, revealed that music in advertisement affects audiences’ emotions and moods. Also, music in advertisement shapes perception about the advertised products or servi...
Musical power and its effect on consumer decision making
2018
The purpose of this article is to discuss a study which aimed to explore how musical power in advertising can affect decision making of young consumers toward advertised products and services. The method used for this study is an in-depth interview with three groups of experts which are advertisers, musicians and academicians.Participants for this approach is based on snowball sampling.This study applies Elaboration Likelihood Model (ELM) to view the process of decision making made by the young consumers.This study uses the thematic analysis to analyse the interview data.Findings show that musical power in advertising can influence the decision making mood in choosing a product
Music and Its Familiarity Affection on Audience Decision Making
2019
This article discuss a problem regarding the lack of using familiar music and its effect on audience decision making to buy advertised products or services. This study is to help the experts to maintain young audience focus while selling their products or services more effective using the familiar music in the advertisement content. The utilization method used for this study was in-depth interview, involved with ten informants which covered experts from academicians, advertising practitioners and musicians. It based on snowball sampling, because not all these experts have the knowledge on this issue. The Elaboration Likelihood Model was applied to show the process of decision making. Thematic analysis used to analyze two themes emerged from this study; Repetition of Musical Tone as Remembrance. This study may provide contribution in terms of ideas for music and advertising industry producing familiar catchy musical sound for their purpose.
The Effect of Music on Social Media Advertising: A Research on Brand Awareness
2024
Marketing science has reached its current position by adapting to developing technology. Social media platforms have also become an important tool for marketing. Consumers can obtain information about brands, share their experiences and make purchasing decisions through social media. In this study, the effect of music used in social media advertisements on brand awareness and purchase intention was investigated. It is thought that music increases brand awareness by evoking and reminding the product or brand, and brand awareness affects the purchase intention. In the study, data was collected from 400 participants. The data were analyzed by frequency analysis, descriptive analysis method and cross-tabulation analysis using SPSS Statistics version 26 program. According to the research results, it was found that the music used in social media advertisements significantly affects brand awareness and purchase intention. Music helps consumers remember the brand, experience positive emotions and increase the likelihood of purchasing. These results show that music is an effective tool in social media advertising. Brands can increase brand awareness and purchase intention by using music effectively in their advertisements. Key words: Marketing; Advertising; Social Media; Music; E-Commerce
Journal of Global Buisness, 2018
It can be said without much doubt that music has always affected human beings in a myriad of ways. Music had been considered one of the most effective ways to entice people into feeling a certain way about something, or to imagine certain things via certain associations they make (Bruner II, 1990). Music in advertising serves as part of the focal stimulus and thus works alongside product information to capture attention. In that sense, the study of music in advertising should be conducted differently from background music in stores, as their effects on brand perception and consumer behavior in general, vary. Few studies have been done specifically on the effect that background music genre choice in advertisements have on brand perception. This study seeks to find out whether background music genre choice in advertisements of both low- and high-involvement products influence brand perception for each, and do associations and congruency affect the consumer’s perception of musical fit in an advertisement? The authors also seek to find out whether ‘musical fit’ in advertisements of low- and high-involvement products affect brand perception. The researchers chose to focus on two products/services: tissue rolls for its low cognitive-involvement nature, and cars for its high cognitive-involvement nature. Overall, the researchers aimed to find out how music genre choice can influence how consumers perceive a brand of a product/service in the Filipino market, and what the findings imply on efforts that markets and advertisers can use to differentiate their product from competitors. The researchers primarily used the S-O-R Paradigm or Model to guide their study. Within this model essentially shows that a stimulus can evoke a behavioral response that has been influenced by the stimulus’ effect on the organism. The researchers combined elements of the general S-O-R Paradigm and Schema-Congruity Theory to develop their own conceptual framework to guide their study. This framework provides a model for researching how background music genre choice in advertisements can influence brand perception by looking into how musical fit (music schema and music congruity) moderate their relationship. Citation: Bajar, Jean, Ferrao, Karen Claire Rodriguez, Manglicmot, Gino Paulo, Paredes, Miguel Paolo L., & Cu, Benison (2018). Let the music moll: The effect of background music genre choice in advertisements of low- and high-involvement products on consumer brand perception. Journal of Global Business, 7(1) 245-253.
The Influential Power and the Importance of Music in Advertising and Marketing
Journal of Life Economics
Music is related to the spiritual state of the ones who listen or create it, so it is a kind of reflection of the state of mind, humour and the human feelings. Music is powerful and has a multifaceted influence on everyday life. It, among other things, is also an important part of television advertising. The purpose of advertising is known to be for perusading costumer in product quality, but to achieve this effect, music should be well combined with the right advertisement.It is significant for consumers to understand the advertising message, where the link to an emotional level can lead directly to the purchase. So, the best commercials are those that have both major effects: information and emotional power. This study was conducted through site work, surveying some of the managers of the largest commercial companies in Peja and their customers as well. The purpose of the survey was to determine the importance of music in advertising and its impact on consumers.
Musicvertising in branded music content. An analysis of formats, features and sectors
Mediterranean Journal of Communication, 2018
This paper explores the relationship between music and advertising and, more specifically, branded music content. The analysis of the relationship between music and advertising establishes a priori a symbiotic relationship that poses a challenge: the need to formulate a concept to articulate how and why brands use music as a tool to engage an audience that increasingly rejects conventional advertising. To this end, it was necessary to identify the sectors and brands that produce music, and secondly, the formats in which this audiovisual content is presented. This quantitative and qualitative analysis is based on a sample of 165 music contents produced by one hundred brands between 2009 and 2013. The results indicate that brands use the music video format to connect with consumers. On the other hand, fashion brands are the most active sector in the production of music branded content. Finally, the paper shows that brands have made an incursion in the music industry through the production of music and entertainment contents. The term musicvertising is proposed to refer to the contents produced by brands to exploit the power of music to arouse emotions, provide meaning, seduce, communicate and create identity.
Psychology of Music, 2006
The ability of music to create differentiating effects on subjects' impressions of product endorsers and brands of an advertisement were examined based on the theory of 'musical fit'. Subjects (N=132) listened to one of three versions of a radio commercial in which the music varied in each version. The music selections differed in style, tempo, rhythm etc. but matched product and message of the commercial in terms of 'musical fit'. After listening to the commercial, subjects rated the endorser's personality via the external version of a personality inventory. Impressions of the brand were measured using semantic differentials. The results concur with previous findings: depending on musical style, music can lead to significantly different impressions of the endorser as well as the brand without affecting general evaluations of the product. Based on sex interesting differences concerning music perception and its impacts were found. Self-critical annotations and suggestions for practitioners and future studies are discussed.
2015
The overall aim of this study was to examine how the characteristics of two salient stimuli -music and message- of an audio advertisement influence the psychological state of consumers and how such a state subsequently determines their cognitive and affective responses to the advertisement. In achieving this aim, this study was guided by a combination of two cognitive resource utilisation theories, Limited Capacity Model of Motivated Mediated Message Processing (Lang, 2000) and Resource-Matching Hypothesis (Anand & Sternthal, 1989). In particular building upon inconsistency and load theories, this study proposed that certain stimulus characteristics prompted certain states of a consumer's cognition. These two stimulus characteristics were the congruence of musical stimulus and the complexity of the message stimulus. The model then predicted the potential effect of these characteristics on certain psychological states (Psychological Discomfort and Cognitive Load) leading to affec...
Advertising - Music in the Social and Behavioral Sciences
Advertising is the marketing of a product (goods, services, ideas) through channels of mass communication. Music is particularly suited for marketing purposes because it operates at an almost subliminal level via involuntary exposure during an advertisement, and because it can convey complex messages more effectively than through visuals or text. As a multiparametric social construct, music triggers analogically related or culturally formed associations in the customer's mind through its various parameters.