ROLE OF PODCAST ADS IN BUYING BEHAVIOUR

Abstract

Podcast advertisements are revolutionizing the way consumers shop. In this paper, we look at the effects of podcast advertisements on purchasing. Both theoretical and em pirical, our research provides a more holistic picture. Our methodology includes anal ysis based on literature review as well as real-world statistics and case studies in the domains of technology, wellness, and retail. Companies have taken notice, as proven by the high profitability and trust in hosts found alongside other results of our research. Over 45% of weekly podcast listeners claim to purchase products advertised during their favourite podcasts. Case studies highlight the success achieved by brands such as Squarespace (technology), Better Help (wellness), and Casper (retail), among which some experienced incredible increases in sales numbers. All of these success stories showcase the potential of podcast ad campaigns. Authentic integration of content and read ads, Authentic host-read ads and integration are revealed as the keys to effective ad campaigns. As for the marketers, ad relevance and host credibility are vital. How ever, with regard to podcast advertising, the study concedes that there are still emerging measuring difficulties. Finally, this study has practical implication that podcast ads are significant in terms of impacting consumers which knowledge can be applied in the future. It provides action points on how to make the most of this engaging tool as part of your marketing mix. Podcast advertising has become a powerful tool for influencing consumer buying behaviour, largely due to the unique relationship between podcast hosts and their audiences. Podcast ads, especially those read by trusted hosts, can sig nificantly increase brand recall, positive attitudes, and purchase intentions among lis teners. The evolution and consumers’ acceptance of podcasts have 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 pod cast platforms and attempting to reach them through podcast advertisements. The last decade has seen a tremendous rise in the podcast advertising budgets of brands. How ever, the nature of such podcast advertisements and their effect on consumer-brand relationships and behavioural intention are understudied. In the current study, the use of the theoretical framework related to advertising value and its effect on AaD, AB, creation of purchase intention, and brand eWOM was considered to evaluate the effi cacy of podcast advertisements. A moderating variable such as advertisement place ment (pre-roll, post-roll, and mid roll) was considered during the evaluation of the vi

effect of podcast advertising on AaD. The survey method was adopted to collect data in the current study, where a total number of 389 millennial consumer responses were collected. The use of SPSS software was made for analysing the data in the current study. The results of the study have demonstrated that podcast advertising was effec tive in forming consumer-brand relationships; however, informative podcast advertise ments were more effective than the other types. Podcasting marketing research has revealed that podcast advertising has earned high popularity rates among listeners lead ing to the development of positive consumer behaviour towards brands; however, there is not enough research conducted in academia on this subject matter. The current paper explores the listeners' attitudes towards podcast advertising and analyses the effect of host-read advertisements on listeners. The use of quantitative and qualitative data was made in conducting podcast team.