Music Video as a Form of Branded Entertainment - An Investigation into Vietnamese Audiences’ Perception

This research focuses on examining how Vietnamese audiences perceive branded music videos (BMVs) in terms of brand image creation and cultural relevance. With Vietnam's growing status as a favored market for multinational companies and its projected position as the fastest-growing digital economy in Southeast Asia, brands are leveraging BMVs as a strategic tool to attract Vietnamese consumers. Through the medium of music videos, brands tell stories that are closely tied to Vietnamese culture and society, aiming to capture public interest. Collaborations between brands and artists featured in the videos further enhance audience engagement. Employing a qualitative research methodology, this study utilized in-depth interviews to delve into the perceptions of Vietnamese audiences regarding BMVs. By employing both inductive and deductive approaches, this research generated new insights while also confirming or refining existing knowledge. Thematic analysis served as the primary analytical technique, allowing for the identification of patterns and themes within the interview data. The findings of this study offered valuable insights into the perceptions of Vietnamese audiences regarding BMVs in terms of brand image creation and cultural relevance. Audience perceptions were classified into three main categories: positive, negative, and neutral. Positive perceptions highlighted audience recognition of various dimensions of brand image, effective decoding of brand messages and establishment of cultural relevance. Negative perceptions shed light on issues such as ineffective brand image creation and unrealistic portrayal of cultural relevance. Neutral perceptions indicated a lack of audience demand and limited product information within BMVs. The findings also highlighted the crucial role of artists in shaping brand image and cultural relevance within BMVs. The alignment between artists and brands, audience affinity towards artists, their presence as main or supporting roles in BMVs, and resonance with portrayed characters significantly formed audience perceptions. From a practical standpoint, marketers can benefit from the insights gained in this research by developing BMVs with an authentic narrative as an effective strategy to engage audiences. Scientifically, the study contributes to the field by utilizing qualitative, in-depth interviews to provide rich insights into audience perceptions of BMVs. It explores brand image across multiple dimensions and goes beyond brand-related aspects to examine the cultural relevance of BMVs. Additionally, it sheds light on the significant role of artists in shaping audience perceptions. While this research offers valuable insights, it is important to acknowledge certain limitations regarding the qualitative nature of the study. Future research could employ quantitative methods to validate these findings, analyze a broader range of BMVs, include participants from diverse cultural contexts, and further explore the dynamics of artist-brand collaborations.