Catedra Fundación Ramón Areces de Distribución Comercial
Catedra Fundación Ramón Areces de Distribución Comercial
Universidad de Oviedo
Catedra Fundacion Ramon Areces de Distribucion Comercial

(DOCFRADIS 2404) Sound in mode on: How sound stimuli influence customer engagement?

by E. Sophia Valenzuela-G. , Óscar González-Benito, Álvaro Garrido-Morgado

Abstract:

The objectives of this research are as follows: i) to study whether the presence of sound stimuli influences customer engagement; (ii) to assess this effect on different dimensions of customer engagement (sensory experience, approach-avoidance response, and emotional response); and iii) to study whether product type and customer involvement moderate the effect of sound on customer engagement.  This research comprises two studies on different channels (Instagram and Blog), with two different sound stimuli (a sound related to a product and voice-over) for two types of products (hedonic and utilitarian). The factorial design is 2 x 2(sound - no sound and hedonic and utilitarian).  A total of 512 participants interacted with a condition and then completed a questionnaire. The presence of sound increases consumer engagement in the sensory experience and approaching response. The interaction of sound (voice-over) and the hedonic product positively influences the emotional response, and customer involvement negatively moderates the influence of sound on the sensory experience.  This study holds significance in a contemporary landscape where advertising and user experience are progressively intertwined with various sensory stimuli. Moreover, it is pertinent to investigate the conditions delineating the instances wherein the presence of sound exerts a distinctive impact.

Keywords: Sound stimuli, digital marketing, sounds, voice, sensory marketing, customer engagement

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