Podcast advertisements: Hear them loud or hear them not? the impact of advertisement placement and perceived intrusiveness on consumer behavior

Date of Publication

8-2023

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

Advertising and Promotion Management | Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Honor/Award

Nominated for Best Thesis Award

Thesis Advisor

Jessica Jaye Ranieses

Defense Panel Chair

Maria Theresa Concepcion A. Gerial

Defense Panel Member

Edgar Chang

Abstract (English)

The massive growth of the podcast industry, further amplified by the COVID-19 pandemic, has transformed it into a pivotal content platform. As podcast creators navigate the balance between passion and profitability, understanding the nuances of effective advertising becomes paramount. This research delves deep into the role of Perceived Intrusiveness as a mediator in Podcast Advertisement's impact on Consumer Behavior. Utilizing quantitative techniques enriched by three insightful interviews with podcasters, the study unveils a compelling link: Advertisement Placement profoundly shapes Consumer Behavior, with Perceived Intrusiveness playing a crucial mediating role. This revelation equips podcasters with the knowledge to craft strategically placed and resonant ad messages, amplifying sales for endorsed products. For maximum ad resonance, it's imperative for podcasters to resonate with listener sensibilities and sidestep excessive intrusiveness. This study stands as an indispensable guide for podcast hosts, advertisers, and listeners, heralding a sophisticated and mutually beneficial era of podcast advertising.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Advertising; Consumer behavior

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Embargo Period

8-10-2023

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