How Does Music-Message Congruency in Online Video Advertisements Enhance Consumers’ Behavior Intentions? A Serial Multiple Mediator Model

Abstract

This study provides new insights into the influence of music-message congruency on behavior intentions. A serial multiple mediation model in which the relationship between music-message congruency and behavior intentions is sequentially mediated by arousal and brand trust was constructed and tested. A total of 261 valid questionnaires were obtained after participants watched the online video advertisements and PROCESS macro for SPSS was used to test the serial mediation hypotheses. The results showed that: (1) music-message congruency has a positive effect on behavior intentions; (2) brand trust plays a partial mediating role between music-message congruency and behavior intentions, and (3) arousal and brand trust mediate the relationship between mu-sic-message congruency and behavior intentions sequentially.INDEX TERMS advertising music, music-message congruency, arousal, brand trust, behavior intentions.

Tourism destination advertising: effect of storytelling and sensory stimuli on arousal and memorability

“…Music with a rising or falling pitch creates a greater variation in arousal levels (Fernández-Prieto and Navarra, 2017). Music congruent with advertising messages leads to higher arousal and increased behavioral intention (Yang et al , 2021). Similarly, the tempo and genre of music have significant effects on arousal changes as measured by skin EDA (Dillman Carpentier and Potter, 2007) regardless of product familiarity.…”