Digital and Social Media Marketing

Collins, Nathalie

doi:10.1007/978-3-030-24374-6

Cited by 7 publications

(1 citation statement)

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“…This digital era is an important driver of new strategies that companies can use to differentiate themselves and add meaningful value for their customers (Manzano et al, 2019). Not surprisingly, digital marketing is an evolved and matured academic discipline (Rana et al, 2020;Langan et al, 2019). Recent research points out that the relevance of digital marketing, (e.g., through social media) can provide effective, low-cost exposure for (small) brands (Zhang et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

The effect of stereotypical music on the customer selection of wine in an online environment

Damen

Hest

Wernaart

2021

JIDM

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The digital transformation of marketing leads to new forms of interaction with consumers. It has been established and well known that auditory stimuli generally affect human behavior. However, in the field of sensory marketing, only limited attention has been paid to the role and effects of audition in online marketing. In this research, we will further explore how sound influences consumer product selection in a digitalized setting. We have designed and performed an experiment in which respondents in a webshop environment were asked to select a bottle of wine from two different countries while hearing stereotypical music samples representing one of these countries. Our conclusion: In an online setting, auditory stimuli strongly influence consumer selection. In the case of constructed preferences, this effect was considerably stronger compared to well-defined preferences. These insights can help to further develop the effective use of sound stimuli in new forms of sensory marketing, such as virtual reality and other digital experiences in the marketing and sales context.

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Section: Introductionmentioning

confidence: 99%