Abstract

The evolution and consumers’ acceptance of podcasts has been on the rise. Scholars argue that this rapid rise is due to the ability of podcasts to offer content that consumers find valuable. This has resulted in brands following consumers on the podcast platforms and attempting to reach them through podcast advertisements. The last decade has seen a tremendous rise in the podcast advertising budgets of brands. However, the nature of such podcast advertisements and their effect on consumer-brand relationships and behavioral intention are understudied. The present study explored the efficacy of podcast advertisements by utilizing the theoretical framework of advertising value and their effect on attitude toward Ads (AaD), attitude toward brand (AB), formation of purchase intent, and brand eWOM. The moderating role of the ad placement, through pre, post, and mid roll podcast advertisements, was observed while assessing the effect of podcast advertising on AaD. Data was collected through a structured survey instrument; in total, 389 millennial consumer responses were obtained. SmartPLS3 software was used for data analysis. The results empirically established that podcast advertisements were effective in creating consumer-brand relationships, while informative podcast ads were the most effective of the lot.

摘要

播客的演变和消费者对播客的接受度一直在上升。学者们认为，这种快速增长是由于播客能够提供消费者认为有价值的内容。这导致品牌在播客平台上关注消费者，并试图通过播客广告吸引他们。在过去十年中，品牌的播客广告预算大幅增加。然而，此类播客广告的性质及其对消费者品牌关系和行为意图的影响尚未得到充分研究。本研究利用广告价值的理论框架及其对广告态度 (AaD)、品牌态度 (AB)、购买意向形成和品牌电子口碑的影响，探讨了播客广告的功效。广告投放的调节作用，通过前置，在评估播客广告对 AaD 的影响时，观察了后播和中播播客广告。数据是通过结构化调查工具收集的；总共获得了 389 份千禧一代消费者的反馈。SmartPLS3软件用于数据分析。实证结果表明，播客广告在建立消费者与品牌关系方面是有效的，而信息丰富的播客广告是其中最有效的。