The Melody of Marketing: How Sound Shapes Consumer Behaviour : a Study on Music in Instagram Ads and Its Influence on Gen Z

Abstract

This study explores the role of music in Instagram advertising and its influence on the emotional and behavioural responses of Generation Z consumers. The aim of the study is to examine how music used in Instagram ads affect user engagement, brand perception and emotional reactions and to identify strategies for marketers aiming to connect with Gen Z. The study addresses two key questions: what types of music in Instagram ads influence the emotional and behavioural patterns of Gen Z consumers and what approaches can marketers use to effectively leverage music in Instagram to engage with Gen Z? The study is limited to the Instagram platform and focuses on general behavioural responses excluding purchasing behaviour. An approach with quantitative Google Forms survey with 30 Gen Z respondents and qualitative semi-structured interviews with three participants was applied. The data was interpreted through the lens of Uses and Gratifications Theory (UGT) and the Stimulus-Organism-Response (S-O-R) model. Findings show that while music can enhance ad memorability and emotional connection its influence on actual engagement is highly context dependent. Trending songs, nostalgic tracks and original jingles are most effective when they match the brand's tone and the target audience’s preferences. Poorly chosen or overly repetitive, annoying music can lead to irritation or disinterest. The study concludes that music has the power to differentiate and strengthen Instagram ads, but its success relies heavily on relevance, audience alignment and integration with visual content. These insights provide practical value for marketers seeking to build more engaging and emotionally resonant advertising experiences for Gen Z.