SOUND AS A TOOL OF INFLUENCE IN AUDIOMARKETING

Abstract

Sound constitutes a significant element of marketing communication, influencing both recipients’ emotions and the process of brand identification. The aim of the present study was to assess the effectiveness of audiobranding and to examine the impact of the audio layer on the emotional reception of advertising messages. For the purposes of the article, an experimental study was conducted using an original survey questionnaire. The research was carried out remotely via the Google Forms platform. The study group consisted of young adults aged 18–25 who did not possess specialized education in marketing or music. In total, 20 respondents participated in the study and were divided into an experimental group and
a control group. In the first stage of the research, participants’ ability to recognize brands solely on the basis of sound signals was analyzed, while the second stage evaluated the emotional reception of a social advertisement presented with and without sound. The results confirmed the research hypotheses, indicating that audiobranding is an effective tool for brand identification and that the presence of sound enhances the emotional impact of advertising messages. The highest level of recognition was observed for technology brands frequently encountered in the respondents’ daily lives, whereas advertisements enriched with an audio layer elicited greater emotional engagement and deeper reflection among recipients.