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)
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
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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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