This study aims to prove that music is an important element in marketing and mor

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This study aims to prove that music is an important element in marketing and more specifically in digital advertising. By explaining the uses and benefits that music has brought in the past and explaining the psychological mechanisms surrounding it. I am trying to prove that music is not yet sufficiently present on the internet, yet it has already proved its effectiveness in influencing consumer behaviour and decisions. To find out how music can help to reach a target in the delivery of an advertising campaign and what are the limits to it. (understand the effects on consumer behaviour and decisions). Hypothesis 1 : Digital Advertising has a greater impact on Generation Z due to their excessive screen consumption and their ubiquity on social networks. 2: Some emotions are not transmissible only with music, so the use of music has its limits.3: Music must be the most important element at the heart of a strategic advertising campaign OR 4: Music should not be the most important element of a strategic advertising campaign as it is not 100% reliable. methods : Sample : Generation Z and French, Survey + focus group.

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