Music in Marketing
Services Marketing
Systematic Review
Área
Marketing e Gestão
Tema
Serviços, Varejo, Franquias e B2B
Autores
Nome
1 - Wilderson Moisés Furtado Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA - São Paulo
2 - Ana Akemi Ikeda Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA - Administração
Reumo
Music can be considered a strategic tool for the marketing activities once scholars have been studying music in marketing, and companies having this application as a business core. Based on that, knowing the main and most relevant scholars who have music-in-marketing as their research field turned to be the aim of this current article, under the perspective of the systematic reviews. The article brings a brief presentation of music-in-marketing studies, the comprehension of the systematic review conducted as the Methodology for this study, and also the findings resulted from this review.
Based on the above contextualization, the research problem is found to be what are the most relevant scholars and areas of the music-in-marketing studies? According to the research problem, the research objective is found to be investigating the most relevant authors and areas of music-in-marketing studies throughout: classifying the main authors into decades; classifying the most frequent music-in-marketing scholars; presenting the most relevant authors, articles and journals discussing the usage of music in marketing; classifying the main issues/areas investigated in this field.
Based on the authors (Areni, 2003; Areni & Kim, 1993; Ballouli, 2014; Bruner II, 1990; Chebat et al., 2001; Chebat & Vaillant, 2000; Dube et al., 1995; Hui et al., 1997; Gorn, 1982; Gustaffson, 2015; Kellaris & Cox, 1989; Kellaris & Kent, 1992; Kellaris & Rice, 1993; Mattila & Wirtz, 2001; Milliman, 1982; 1986; Morrison et al., 2011; Pitt & Abratt, 1988; Oakes, 2000; Roberts, 2014; Smith & Curnow, 1966; Stewart & Punj, 1998; Tom, 1990; Yalch & Spangenberg, 2000), service settings have been the most expressive marketing context for music, and branding seemed to be a trendy topic.
Scopus, Web of Science, Google Scholar; and Mendeley, Start and Excel were the tools used to collect, manage and analyze the studies brought by the systematic review. The criteria were based on Qualis Periódicos, authors’ H-Indexes, studies’ citations, and some bibliometric laws (Guedes & Borschiver, 2005). For this: “main authors” are found to be the first authors of the studies with an H-Index higher than 20; the most “relevant authors and studies” as being the ones with the higher authors’ H-Indexes and the higher studies’ number of citations.
The first relevant study investigating music as a marketing tool was published in 1966; that the main scholars who appear as the authors of more than five studies investigating music in marketing are James Kellaris and Adrian North; Milliman (1982; 1982), Gorn (1982), Bruner II (1990), and Park and Young (1986) were the five most cited studies; Park and Young (1986), Areni and Kim (1993), Caldwell and Hibbert (2002), and Dube and Morin (2001) represent the most relevant studies; the AMA Journals appeared to be the most cited; Services was the most relevant context for music in marketing.
It can be concluded that the music-in-marketing studies started to gain relevance only in 1966, and that there are new concepts around the theme being discussed and developed in order to contribute with new knowledge to this field. In other words, it can be said that also this current systematic review allows for all previous studies to be organized, classified and generate new thoughts, discussions, and contributions to the music-in-marketing area of researches. However, it is important to remember that this systematic review has limitations that need to be worked on.