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@article{186439,
        author = {Mansi Chakre and Tanvi Govalkar and Shraddha Parave and Saurabhi Shetye},
        title = {Exploring the Effects of Music in Advertising},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {12},
        number = {no},
        pages = {86-92},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186439},
        abstract = {This study investigates music's influence on consumer behavior in advertising, revealing its profound impact on perceptions, attitudes, and decision-making. Through a survey of 50 participants, the research demonstrates music's ability to enhance visual perception, synchronize mood with ad messages, tap into cultural values, and boost brand recall and recognition. Although music's direct impact on purchase decisions is complex, it proves a potent tool for advertisers to engage consumers emotionally, create memorable brand experiences, and drive sales. Music significantly enhances emotional engagement, influencing mood and brand recall, with personal experiences and cultural background shaping these effects. By addressing a gap in existing literature, this study provides valuable insights for marketers seeking to optimize music's use in their campaigns, underscoring music's significance in advertising and its role in shaping consumer behavior, and emphasizing the importance of leveraging music effectively to maximize consumer engagement and brand impact.},
        keywords = {Music, Consumer behavior, Brand recall, Emotion, Purchase intention.},
        month = {},
        }