Music in video advertising towards young consumers' decision making : a qualitative approach

• Main Author: Syazwani, Mahsal Khan
• Format: Thesis
• Language: English; English; English
• Published: 2020
• Subjects: HF5415.33 Consumer Behavior.; M Music
• Online Access: https://etd.uum.edu.my/8899/1/depositpermission_s96175.pdf; https://etd.uum.edu.my/8899/2/s96175_01.pdf; https://etd.uum.edu.my/8899/3/s96175_references.docx; https://etd.uum.edu.my/8899/

Music plays an important role in influencing young consumers’ decision making to buy advertised product or service. However, previous researches have not focused on the power of music in real life without audience conscious. Also, considering about music as a tool to influence young consumer decision making, has become the researcher concern, as the video advertisement lack of entertainment elements in which the advertisers find it difficult to reach their target audience. To understand this issue, the researcher chooses to explore the musical power and musical familiarity affection on consumer decision making interrelated with information processing through video advertisement. Relying on the Elaboration Likelihood Model, this study explores through qualitative approach using in-depth interviews with experts’ group as well as young consumers group. For experts’ group, this study has recruited ten informants through snowball sampling, while ten informants for young consumers, through purposive sampling. In-depth interview for experts’ group was conducted through faceto- face sessions, whilst for young consumers, the interviews were conducted through online sessions. The data for both studies were analysed using thematic analysis. This study applied triangulation data to confirm the findings and the truthfulness of the data. The finding shows that musical power is the main reason for making the video advertisement effective through intrinsic and extrinsic influence. Musical familiarity in video advertisement can be found in terms of brand familiarity, awareness, brand identity, and the level of familiarity music used in the video advertisement. Furthermore, this study found that motivation and subconscious mind is the two different ways lead to information processing towards young consumer decision making. Therefore, this study provides empirical evidence to the body of knowledge. Also, for making the video advertisement effectives, this study proposed a model to guide the advertisers, musicians, marketers as well as media practitioners in understanding music on people’s psychology as well as selling the potential product to target audience.