Popular culture's effects on advertisement effectiveness - The case of using Rap culture in advertising in Vietnam

Abstract

Aim: This research aims to explore the effects of personal relevance, based on the Relevance Theory, on advertising effectiveness. In this study, the personal relevance is represented by popular culture and its elements: celebrity and popular music. Advertising effectiveness is measured by ad likeability, brand attitude, and purchase intention. Methodology: A quantitative method is used by means of survey. The surveyed population is in three groups based on the proposed three types of advertisements they will do the survey on. The sets hypotheses are then tested by means of ANOVA analysis. Theoretical Perspective: Theories used in this study are mainly Relevance Theory, Celebrity, Music in advertising and its effects on ad likeability, brand attitude and purchase intention. Empirical Data: 300 self-completed questionnaires regarding ad likeability, brand attitude and purchase intention. Conclusions: In Vietnam, in the population of GenZ, using popular culture in advertising was found to have a positive impact on the way they perceived the advertisement, their attitude towards the brand and their intent of purchase.