The influence of audio marketing on fashion stores among generation Z: Case study in the highly competitive environment of the V4 group

Abstract

This paper investigates the influence of audio marketing strategies on Generation Z within the context of fashion stores. The mentioned area, The Influence of Audio Marketing on Fashion Stores, has not yet been explored in the post-COVID era on the European market. The European fashion retail market has recently encountered numerous challenges and the previously mentioned issues. Given the stiff competition faced by fashion retailers in Central Europe, understanding how to enhance the shopping experience for this emerging consumer group is crucial. We conducted a quantitative case study using a research sample collected through online forms at V4 Economics (Czech Republic, Slovakia, Poland and Hungary). Our five hypotheses were rigorously tested using statistical tools by One Mean Wilcoxon Test. It was found that there is an influence of audio marketing on increasing the time spent and encouraging higher spending in stores. Another significant finding is the impact of audio marketing on impulsive buying behavior, store satisfaction, and customer intentions. Additionally, our research examines suitable musical genres for Generation Z in fashion stores, with pop music emerging as the most suitable choice based on the results. This paper provides valuable insights for marketers considering the implementation of audio marketing strategies in fashion stores and guides them on selecting the appropriate musical genre to enhance the overall shopping experience for customers.