The Impact of Music Video Advertising on YouTube on Brand Awareness in Vietnam

Continuous exploration and discovery of alternative communication methods are essential to reach new potential customer segments (Balasubramnian et al., 2006). Additionally, the rapid development of dedicated social media platforms for online video has created a diverse and highly influential media environment, significantly impacting the branding communication strategies of businesses. Changes in consumer habits and how they access, perceive, and process information through internet-connected smart devices have also silently influenced traditional media outlets. Brand media professionals must acknowledge that various forms of online video advertising, including MVs, are gradually becoming powerful tools for conveying brand messages and reshaping consumer brand perception (Janée N. Burkhalter et al., 2017). Business media professionals must constantly explore alternative advertising methods (Balasubramnian, Karrh & Patwardhan, 2006). Additionally, the rapid development of social media and online video platforms has created a diverse and influential advertising landscape, with YouTube being a prime example. Alongside the proliferation of internet-connected smartphones, fundamental changes in how consumers access information have occurred. Music videos are no longer confined to MTV channels but have numerous platforms for consumers to actively engage with music (Plambeck, 2010). Marketers acknowledge that music videos are becoming a powerful tool for conveying brand messages, nurturing brand loyalty, introducing brands, and shaping consumer awarenesss (Janée N. Burkhalter et al., 2017). Moreover, the Vietnamese market is undergoing a period of robust economic growth, with a significant increase in the young population, particularly the Gen Z demographic, playing a crucial role. This generation is believed to have a strong influence on consumer trends and online shopping behavior. They are easily influenced by video content on YouTube (O'Connor, 2016). Choosing the Vietnamese market to conduct in-depth research on the impact of MV Ads on brand awareness not only provides valuable information for marketers and advertisers but also offers profound insights into how consumers in one of the most prominent Southeast Asian markets interact with online advertising content. This can contribute to the development of effective digital marketing strategies and open up further research opportunities in this field. Objective: The purpose of this study is to identify the factors of YouTube MV Ads that directly or indirectly impact brand awareness in Vietnam through two main aspects: brand recognition and brand recall. Research Methodology: The quantitative method used in this study is based on data from 305 survey samples through survey forms targeting Gen Z individuals living in Vietnam. Results and Conclusion: Based on the outcomes of the linear regression model and a comprehensive review of pertinent literature, the study's author asserts that specific components within MV Ads: Lyrics, Visuals, and Slogan, exert a favorable influence on brand awareness in Vietnam. This impact is manifested through two key dimensions: brand recognition and brand recall. Keywords: music video advertising, brand, brand awareness, brand recognition, brand recall YouTube.