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Consumer Behavior in Podcast Advertising: A Planned Behavior Theory Approach to Promotional Codes

Bernal, Diego LU and Timur, Duygu LU (2024) BUSN39 20241
Department of Business Administration
Abstract
This study aims to investigate the factors influencing podcast listeners' intentions to redeem promotional codes from advertisements in this medium, focusing on the Theory of Planned Behavior (TPB) extended with the concept of trust towards podcast hosts.
This research is based on the Theory of Planned Behavior while integrating trust as an additional predictor of intention to behave in the context of podcast advertising.
Data was collected by surveying podcast listeners across various demographics. The analysis involved confirmatory factor analysis, correlation analysis, linear regression, and Baron and Kenny’s mediation analysis to test the proposed hypotheses.
The results indicate that attitudes towards podcast advertisements with... (More)
This study aims to investigate the factors influencing podcast listeners' intentions to redeem promotional codes from advertisements in this medium, focusing on the Theory of Planned Behavior (TPB) extended with the concept of trust towards podcast hosts.
This research is based on the Theory of Planned Behavior while integrating trust as an additional predictor of intention to behave in the context of podcast advertising.
Data was collected by surveying podcast listeners across various demographics. The analysis involved confirmatory factor analysis, correlation analysis, linear regression, and Baron and Kenny’s mediation analysis to test the proposed hypotheses.
The results indicate that attitudes towards podcast advertisements with promotional codes and subjective norms significantly positively influence the intention to redeem promotional codes, while perceived behavioral control did not exhibit a significant effect. Additionally, trust in podcast hosts emerged as a significant predictor of intention, both directly and through partial mediation through attitudes.
The findings highlight the importance of fostering positive attitudes and leveraging social norms to enhance the effectiveness of podcast advertisements with promotional codes. Trust-building strategies are crucial for both podcast hosts and advertisers to strengthen the effectiveness of the advertisements.
This study enhances our understanding of the factors influencing consumer behavior within the podcasting ecosystem. It contributes to the literature by demonstrating the application of TPB in a modern advertising medium and questions the relevance of perceived behavioral control in situations where the behavior is not considered as dependent on the presence of certain skills or resources such as money, or when the consumers already feel good control over these resources. Future research could explore different podcast genres, product types, broader advertising trends, and cultural differences in promotional code usage, as well as examine other mediators and employ alternative behavioral theories to gain deeper insights. (Less)
Please use this url to cite or link to this publication:
author
Bernal, Diego LU and Timur, Duygu LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Podcast advertising, Promotional codes, Theory of Planned Behavior, Trust, Consumer behavior, Attitudes, Subjective norms, Perceived behavioral control
language
English
id
9161211
date added to LUP
2024-06-25 13:08:13
date last changed
2024-06-25 13:08:13
@misc{9161211,
  abstract     = {{This study aims to investigate the factors influencing podcast listeners' intentions to redeem promotional codes from advertisements in this medium, focusing on the Theory of Planned Behavior (TPB) extended with the concept of trust towards podcast hosts.
This research is based on the Theory of Planned Behavior while integrating trust as an additional predictor of intention to behave in the context of podcast advertising.
Data was collected by surveying podcast listeners across various demographics. The analysis involved confirmatory factor analysis, correlation analysis, linear regression, and Baron and Kenny’s mediation analysis to test the proposed hypotheses.
The results indicate that attitudes towards podcast advertisements with promotional codes and subjective norms significantly positively influence the intention to redeem promotional codes, while perceived behavioral control did not exhibit a significant effect. Additionally, trust in podcast hosts emerged as a significant predictor of intention, both directly and through partial mediation through attitudes.
The findings highlight the importance of fostering positive attitudes and leveraging social norms to enhance the effectiveness of podcast advertisements with promotional codes. Trust-building strategies are crucial for both podcast hosts and advertisers to strengthen the effectiveness of the advertisements.
This study enhances our understanding of the factors influencing consumer behavior within the podcasting ecosystem. It contributes to the literature by demonstrating the application of TPB in a modern advertising medium and questions the relevance of perceived behavioral control in situations where the behavior is not considered as dependent on the presence of certain skills or resources such as money, or when the consumers already feel good control over these resources. Future research could explore different podcast genres, product types, broader advertising trends, and cultural differences in promotional code usage, as well as examine other mediators and employ alternative behavioral theories to gain deeper insights.}},
  author       = {{Bernal, Diego and Timur, Duygu}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Consumer Behavior in Podcast Advertising: A Planned Behavior Theory Approach to Promotional Codes}},
  year         = {{2024}},
}