The Influences of Advertising Music on Vietnamese Customers' Purchasing Decisions
Dang, Phuc (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120934057
https://urn.fi/URN:NBN:fi:amk-2024120934057
Tiivistelmä
This study explores the impact of music in advertising on consumer behavior, with a particular focus on its emotional appeal. A survey was conducted with Vietnamese people, each of whom viewed a popular music video used in an advertisement and then provided feedback on their emotional response and purchase intention.
The results showed that carefully selected background music plays an important role in enhancing the emotional connection between consumers and products, influencing their decision-making process. Music not only helps create the right atmosphere, but also reinforces brand identity and product recall. However, despite the strong emotional appeal of music, factors such as consumer needs and product relevance still significantly influence purchase decisions.
The study highlights the importance of aligning music with the values and interests of the target demographic to maximize advertising effectiveness. Limitations of the study include the small sample size and the use of a well-known video, which may have influenced participants’ responses due to prior familiarity. Future studies should focus on larger, more diverse samples and explore the impact of music in less popular advertisements to gain a deeper understanding of its true impact.
The results showed that carefully selected background music plays an important role in enhancing the emotional connection between consumers and products, influencing their decision-making process. Music not only helps create the right atmosphere, but also reinforces brand identity and product recall. However, despite the strong emotional appeal of music, factors such as consumer needs and product relevance still significantly influence purchase decisions.
The study highlights the importance of aligning music with the values and interests of the target demographic to maximize advertising effectiveness. Limitations of the study include the small sample size and the use of a well-known video, which may have influenced participants’ responses due to prior familiarity. Future studies should focus on larger, more diverse samples and explore the impact of music in less popular advertisements to gain a deeper understanding of its true impact.