In this master's thesis, we examined the impact of music in advertisements on their effectiveness, measured by the click-through rate (CTR) on social media platforms Facebook and YouTube. We created four ads for supplements, differing only in the music used (no music, basic music, Christmas music, and calm music), and conducted an A/B test on these platforms. To gain a deeper understanding of the A/B test results, we also conducted interviews and used eye-tracking technology. The results showed that the presence of music by itself, compared to no music, did not lead to a higher CTR on either social media platform. However, the presence of Christmas music outside the holiday season resulted in a higher CTR on YouTube, while on Facebook, it led to a lower CTR, both compared to the ad without music. Our findings indicate that adding music to an ad can have a neutral, positive, or negative effect on the CTR. Therefore, advertisers must carefully choose appropriate music for the ad. The research also revealed that the congruence of the music with the ad's narrative, compared to the track that interview participants labeled as incongruent, allows viewers to follow the content more easily, which enhances the positive perception of the ad. However, the music aligned with the narrative did not result in a higher CTR. The results of our research provide a better understanding of how music influences consumers across different platforms, which can help advertisers design more targeted and customized advertising campaigns to improve their effectiveness.
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