Usage of Music within Commercial Marketing

The usage of digital commercial marketing has surged in the past decade, transforming how brands engage with consumers. This paper investigates the psychological and musical elements of digital marketing, focusing on how background music influences consumer perception and purchasing behaviour. Specifically, it examines the impact of musical characteristics such as key signature, chord quality, time signature, and motif structure on emotional response and purchasing decisions. By analyzing the top 50 most successful advertisements and reviewing existing literature, the study identifies a strong positive correlation between the use of major key signatures and increased consumer engagement. Statistical tools, including the Chi-Squared test and Binomial PDF, were applied to quantify the strength of association between musical features and advertising motifs. Results suggest that major keys—particularly D, C, and G major—are overwhelmingly preferred, often paired with piano-based or rhythmically driven compositions that evoke positive emotions. These musical strategies align with consumer behaviour theories that link emotional arousal with impulse buying tendencies. The findings provide empirical support for the strategic use of uplifting, melodic music in commercial campaigns. Overall, this research offers actionable insights for marketers and composers, demonstrating how carefully crafted sound design can significantly enhance the psychological impact and effectiveness of digital advertisements.