The Effect of Music on Social Media Advertising: A Research on Brand Awareness

Abstract

Marketing science has reached its current position by adapting to developing technology. Social media platforms have also become an important tool for marketing. Consumers can obtain information about brands, share their experiences and make purchasing decisions through social media. In this study, the effect of music used in social media advertisements on brand awareness and purchase intention was investigated. It is thought that music increases brand awareness by evoking and reminding the product or brand, and brand awareness affects the purchase intention. In the study, data was collected from 400 participants. The data were analyzed by frequency analysis, descriptive analysis method and cross-tabulation analysis using SPSS Statistics version 26 program. According to the research results, it was found that the music used in social media advertisements significantly affects brand awareness and purchase intention. Music helps consumers remember the brand, experience positive emotions and increase the likelihood of purchasing. These results show that music is an effective tool in social media advertising. Brands can increase brand awareness and purchase intention by using music effectively in their advertisements.