A Study on the impact of Music Marketing on the Branding of Short Video Platform: A Generation Z Prespective

A Study on the impact of Music Marketing on the Branding of Short Video Platform: A Generation Z Prespective

Registration ID: IJNRD_218776

Published ID: IJNRDTH00153

DOI: Click Here to Get

Naorem Kelson Singh

Music, Marketing, Branding, Short Video Platform, Generation Z

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

Published Paper   E-Certificate

"A Study on the impact of Music Marketing on the Branding of Short Video Platform: A Generation Z Prespective", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.9, Issue 5, page no.836-875, May-2024, Available :https://ijnrd.org/papers/IJNRDTH00153.pdf

Volume 9 Issue 5, May-2024

Pages : 836-875

Paper Reg. ID: IJNRD_218776

Published Paper Id: IJNRDTH00153

Downloads: 000121224

Research Area: Management

Country: Kakching, Manipur, India

Published Paper PDF: https://ijnrd.org/papers/IJNRDTH00153.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRDTH00153

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

Call For Paper - Volume 10 | Issue 8 | August 2025

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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

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Current Issue: Volume 10 | Issue 8

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Journal Type: International Peer-reviewed, Refereed, and Open Access Journal.

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