https://www.um.edu.mt/library/oar/handle/123456789/87510 2026-04-22T06:31:43Z 2026-04-22T06:31:43Z https://www.um.edu.mt/library/oar/handle/123456789/88426 2022-02-08T05:53:00Z 2021-01-01T00:00:00Z

Title: The impact of music on likability and attitude toward the brand : an experiment with Coca-Cola Abstract: Advertisement have been around and dominating our everyday lives, from watching television to scrolling on social media. It has been used for varies reasons such as notifying the public to promoting products/service. Advertisement is made up of different aspect but one of them being background music, where one has to wonder if it has an effect on likability and attitude of the viewer. Furthermore, one has to ask whether gender and, moreover, age has an effect on likability and attitude. One company that ‘its adverts have been stood out from the rest is Coca-Cola, especially the music part of the advert, to a point where viewers can identify the brand from its music and request it to be played on the radio. For this research ‘Taste the feeling’ and its original music was compared with two other genres of music, techno and classical music. In this study two methods where used, the quantitative where participants were divided in 3 groups and asked to fill out a questioner. Then the qualitative method was used after when 2 participants from each group were asked to do an indepth interview. The questions which were asked where to determine the likability and therefore the attitude, this is because studies have shown that individual changes its attitude when they like or dislike a person or a product. This research was done to help us understand the power music has when it comes to advertisement and furthermore to understand what different genres of music do to different age groups. Description: B. Comms (Hons)(Melit.)

2021-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/88356 2022-02-07T11:33:23Z 2021-01-01T00:00:00Z

Title: Comparing online advertising strategies : a comparison of the strategic use of Instagram and Facebook by agencies and solo entrepreneurs in Malta Abstract: This dissertation analyses online marketing and its use by digital marketing agencies in comparison with entrepreneurs within the Maltese Islands. Given the ever-increasing importance of an online presence when promoting a product or service, this dissertation explores online marketing use through two particular platforms: Instagram and Facebook. Moreover, this research aims to compare Instagram and Facebook's strategic use by agencies and entrepreneurs in Malta. The research cites various strands of literature regarding the differing means of online marketing and the strategies used by marketers and analyses this from a local perspective. Semi-structured interviews were conducted with both agencies and entrepreneurs to explore the marketing methods for their clients and business. Results indicate that entrepreneurs use Instagram predominantly, whereas digital marketing agencies make use out of Facebook. Their strategies differ when it comes to what type of audience they target and their clients' goal. The findings originate from the sample size used and do not represent Malta's marketing sector in its entirety. A larger sample size could have potentially yielded a more accurate picture in this regard. In addition to this limitation, the study was met with a lack of empirical research regarding digital marketing in Malta. Further research regarding the effect of social media influencers on this sector could be conducted for a better understanding. The data gathered suggests that although Facebook is the leading social media platform locally, a shift onto Instagram is likely to happen sometime in the future, affecting how marketing is carried out with the different demographic audiences. Description: B. Comms (Hons)(Melit.)

2021-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/88353 2022-02-07T11:32:21Z 2021-01-01T00:00:00Z

Title: ‘The road of life’ : visual storytelling through music and editing Abstract: This project is a music video with the title 'The Road of Life'. It explores the combination of music and editing in film. In this work the soundtrack is sung and written by myself. The film shows a series of events that lead the protagonist closer to music. The story and the song are based on the script I wrote inspired by my own personal experiences in life. I have also carried out the roles of a producer, director, and editor. The style and mood is influenced by my favorite Greek rap artists Lex and Taf Lathos, and their music videos. The story has a young and troubled soul moving forward with the help of his tenacity, friend and music itself. The use of editing combined with the song conveys a better experience to the viewer. Additionally, I have contacted music video directors and editors from different backgrounds for an interview, Benjamin Muscat(Malta), Jahh Roland(Romania), Justin Fetterley(Hawaii) and Philip Miner(Canada). The thesis includes findings regarding music video preparation, editing and the collaboration with an artist. Description: B. Comms (Hons)(Melit.)

2021-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/88309 2022-02-07T05:51:40Z 2021-01-01T00:00:00Z

Title: Source credibility among Maltese millennials : athleisure products Abstract: Social media platforms are increasingly being used to promote brands and goods, especially among millennials. Marketers now have a wider presence than ever before thanks to social media sites. Social networking is now a common forum for searching and purchasing items online. Marketers are combining traditional and modern campaign strategies; brand endorsers which have been used for many years, have proven to have an effect on customers. People will follow their favourite endorsers on social media platforms such as Instagram, Facebook, and TikTok. This research investigates Maltese millennial’s attitude and opinion towards Athleisure products advertisement and brand endorsers. It also focuses on understanding the credibility that the medium transmitting these advertisements has. Determining the effect that these constructs have on the purchasing intent of Maltese millennials is key. The thesis employs a quantitative approach to accomplish this aim. An examination of the data gathered from the 208 survey participants reveals that all of the hypotheses proposed in this study are acknowledged. This is evident through the data analysis chapter where the researcher has determined that the attitude, opinion and credibility of Maltese millennials towards Athleisure products advertisements, brand endorsers and the medium transmitting these adverts all have an effect on their purchasing decision. According to the findings of this study, Maltese marketers have the opportunity to use endorsers to promote their brands through social media platforms. Description: B. Comms. (Hons)(Melit.)

2021-01-01T00:00:00Z