Title:
Harmonizing Engagement: The Impact of Music on Consumer Interaction in Social Media Marketing

Authors:
Hoang Hong Anh, Viet Nam

Abstract:

This study investigates the influence of music in social media marketing on consumer engagement metrics, focusing on selected provinces in Northern Vietnam. Utilizing a mixed-method approach combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA), the research examines how various musical elements impact engagement on social media platforms. Data collected from 460 participants through surveys and social media data extraction reveal that music presence, congruence, familiarity, and tempo significantly affect engagement metrics, including overall engagement, brand attitude, content sharing, and viewing duration. The study extends the Stimulus-Organism-Response model and Elaboration Likelihood Model to the context of music in social media marketing, offering novel insights into the complex interplay between auditory elements and consumer behavior in digital environments. The findings provide valuable theoretical contributions to the field of digital marketing and offer practical implications for social media marketers seeking to enhance consumer engagement through strategic use of music in content creation.

DOI: https://doi.org/10.51505/IJEBMR.2024.81013