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Siburkis_38762200_2023.pdf
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- In the age of the attention economy, the struggle to capture consumer attention amidst information overload is a pressing concern. As digital platforms inundate users with visual stimuli, audio branding emerges as a compelling marketing strategy. A wealth of data underscores its effectiveness, with Generation Z and Millennials in particular showing a strong preference for brands with distinct sound identities. Despite the rise in the use of audio in advertising, there is a conspicuous absence of small and medium-sized businesses (SMEs) in the field of audio branding. Given the predominance of SMEs in global economies, the lack of research into their potential for exploiting audio branding presents a significant gap in the current understanding. Constraints of resources and brand focus may inhibit SMEs' adoption of this approach, yet understanding and addressing these limitations could propel audio branding into mainstream marketing practices. Against this backdrop, this thesis poses the research problem: what are the use of audio branding possibilities for small and medium-sized businesses and how should such enterprises use it? The aim is: to analyse the concept of audio branding and perform research evaluating and highlighting audio branding possibilities concerning small and medium-sized businesses. The object is: the possibilities of the use of audio branding in small and medium-sized businesses. To provide a comprehensive understanding of how SMEs can effectively utilise audio branding, a multi-method approach will be employed, combining scientific literature analysis, comparative analysis, qualitative case studies, and expert interviews. The intended outcome is a practical model guiding SMEs to effectively use audio branding, thereby bridging the prevailing research and application gap in this field.