The role of music in user generated advertising

• Κύριος συγγραφέας: Παπαδοπούλου, Δώρα
• Άλλοι συγγραφείς: Κούτλας, Δημήτριος
• Μορφή: Thesis
• Γλώσσα: English
• Έκδοση: 2016
• Θέματα: Commercials; Music; User generated advertising; Music preferences; Brand attitude; Purchase intention; Music fit; Consumer's expectations; Διαφημίσεις; Μουσική; Μουσική προτίμηση; Στάση για τη μάρκα; Διάθεση αγοράς; Μουσικό ταίριασμα; Προσδοκίες καταναλωτών; 659.14

This study was conducted as part of the Postgraduate Program “New Principles of Business Administration, MBA”. The research was based on the role of music in Marketing field. Especially in advertisement is not researched in an extended degree opposite to other elements of the advertisement. The purpose of this research is to clarify the use of music in an advertisement while the same time strengthening the central message of the advertisement. In an initial level is presented the literature review in relation with the factors of music that influence the consumer’s attitude and as a consequence the consumer’s reactions. It is used the analysis of 200 respondents which are exposed to the same commercial with different music background. Subsequently, they are called to fill in a questionnaire consists of 15 questions. We firstly examine the descriptive statistics of each one of the variables. All the statistically significant correlations are identified, interpreted and evaluated. The empirical conclusions in conjunction with the apposition of the literature review, could be easily utilized by the marketers. Finally, the research trigger all the interested parts for future research.