Exploring the Influence of Music in Social Media Advertising on Perceived Brand Personality : A Generation Z Perspective
Nyman, Cristian (2022)
Nyman, Cristian
2022
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2022051234997
https://urn.fi/URN:NBN:fi-fe2022051234997
Tiivistelmä
Previous research in the field of audio branding has focused largely on background music in an in-store context. However, music is also utilized extensively in other contexts, such as advertising. Music can be used to create and manage a brand identity, of which brand personality is a major component. The purpose of this thesis is to help create a more comprehensive understanding of the effects of audio branding in a digital environment by exploring the influence of advertising music on perceived brand personality. More specifically, the thesis focuses on Generation Z and the social media platform Youtube.
The theoretical framework includes a background to branding, brand identity and brand personality. It also presents previous research regarding audio branding and the use of music in advertising. The fundamentals of social media marketing are also reviewed. The thesis is a qualitative study and uses semi-structured interviews as the source of empirical data.
The results of the study suggest that advertising music has the potential to elicit brand personality traits that are congruent with the prior perceptions of the brand for a Generation Z audience.
The theoretical framework includes a background to branding, brand identity and brand personality. It also presents previous research regarding audio branding and the use of music in advertising. The fundamentals of social media marketing are also reviewed. The thesis is a qualitative study and uses semi-structured interviews as the source of empirical data.
The results of the study suggest that advertising music has the potential to elicit brand personality traits that are congruent with the prior perceptions of the brand for a Generation Z audience.
Kokoelmat
- 512 Liiketaloustiede [471]