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Advertising Value of Podcast Advertising

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Carsten D. Schultz

    (University of Hagen)

Abstract

Podcast advertising is emerging as an impactful advertising channel. Based on Ducoffe’s advertising model, the present study analyzes the advertising value of podcast advertising and the effect of podcast advertising on consumers’ attitudes towards the advertised brand and their purchase intention. 672 responses on an experimental design including real podcast ads yield significant positive effects of podcast advertising on both outcome variables. Advertising value is established on its dimensions of entertainment, informativeness, credibility, and relevance. The total effect for podcast advertising value was higher than the brand effect from the podcast and advertised brand. A congruent ad, that is, an ad with a good fit between ad and podcast, has a higher positive effect on brand attitude towards the advertised product, and subsequently a higher total effect on consumers’ purchase intention. For advertisers, the empirical results reveal an overall positive effect of podcast advertising and the importance of carefully selecting target podcasts aligning podcast audiences with target consumer groups.

Suggested Citation

  • Carsten D. Schultz, 2023. "Advertising Value of Podcast Advertising," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López (ed.), Advances in Digital Marketing and eCommerce, pages 62-69, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-31836-8_8
    DOI: 10.1007/978-3-031-31836-8_8
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