What kinds of online video advertising music do people like? A qualitative study

If consumers like the music in an advertisement, this is conducive to their forming a positive response. To find out what kinds of advertising music people like we conducted semistructured in-depth interviews with 20 participants in China, then analyzed the content through thematic analysis. We found that consumers liked music that they perceived as having good advertising functions, acceptable artistic qualities, attractive characteristics (e.g., interesting, positive, easy to remember, distinctive), and which had the ability to evoke positive affect and feelings. This study supplements previous investigations into advertising music from the perspective of consumers. On the basis of our findings, we provide suggestions on selecting music for advertisements that consumers find likable.