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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | A Study on the impact of Music Marketing on the Branding of Short Video Platform: A Generation Z Prespective |
| Authors Name: | Naorem Kelson Singh |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_218776
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| Published Paper Id: | IJNRDTH00153 |
| Published In: | Volume 9 Issue 5, May-2024 |
| DOI: | |
| Abstract: | This research investigates the impact of music marketing on branding and user engagement on and of short video platforms, focusing on Generation Z users. Utilizing Keller's Customer-Based Brand Equity (CBBE) model as a theoretical framework, the study explores the relationship between music usage in short video content and perceived brand identity, emotional response, and brand resonance among Generation Z users. Through a comprehensive survey analysis and The Pearson correlation analysis through SPSS ,involving a diverse sample of participants, the study examines hypotheses related to the correlation between music usage and brand perception, emotional responses to music-driven content, and user engagement with branded content. Findings indicate a positive association between music usage and perceived brand identity, with music-evoked emotions significantly influencing brand preferences and engagement levels. The study also highlights the importance of user-generated content and brand perceptions on short video platforms. Additionally, the research identifies opportunities for future studies, including longitudinal analyses, cross-cultural and comparisons. Overall, the findings contribute to a deeper understanding of the strategic use of music in digital branding and provide insights for marketers seeking to enhance brand equity and consumer engagement on short video platforms |
| Keywords: | Music, Marketing, Branding, Short Video Platform, Generation Z |
| Cite Article: | "A Study on the impact of Music Marketing on the Branding of Short Video Platform: A Generation Z Prespective", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.9, Issue 5, page no.836-875, May-2024, Available :http://www.ijnrd.org/papers/IJNRDTH00153.pdf |
| Downloads: | 00076 |
| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID:IJNRDTH00153 Registration ID: 218776 Published In: Volume 9 Issue 5, May-2024 DOI (Digital Object Identifier): Page No: 836-875 Country: Kakching, Manipur, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRDTH00153 Published Paper PDF: https://www.ijnrd.org/papers/IJNRDTH00153 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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