YouTube Users' Behavioral Responses towards Musical Ads (A Comparative Study vs Voice Over ads)

Sadek, Shimaa

doi:10.21608/jdsaa.2023.182931.1244

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	YouTube Users' Behavioral Responses towards Musical Ads (A Comparative Study vs Voice Over ads)
Article 7, Volume 4, Issue 2, June 2023, Page 127-153 PDF (3.64 MB)
Document Type: Original Article
DOI: 10.21608/jdsaa.2023.182931.1244
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Author
Shimaa Sadek
Cairo, Egypt.
Abstract
Digital advertising depends mainly on what the user sees and hears, and since the use of appropriate music may form a link between the user and the company. Advertising and media agencies spend billions annually on advertising music and melodies, as they have an influential role in achieving the desired effect. The music and melodies make it easier for the user to remember the ad, enhance memory and serving as a mnemonic device. However, there is a gap in research studies on the influence of music or song in the advertisement on YouTube user behavior is not handled. This current study provides a new angle to examination in the field of music advertising (advertising in the form of a song), taking into account the users' experience of the interaction between the song's music, visual scenes, and words in the lyrical (musical) advertisements verses the video advertisement accompanying the audio narration (Voice over). The research adopts the experimental approach by designing three YouTube advertisement (Musical ad- two type of Voice over ads). The research result came to that there is statistically significant difference between the first advertisement, the second and the third one in the advantage of the first advertisement - the musical ad (the song).
Keywords
YouTube Users; Behavioral Responses; Musical Ads; Voice Over; Music


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