The Influence of Podcast Engagement on Consumer Perception and Purchase Intention: Evidence from Croatia
The Influence of Podcast Engagement on Consumer Perception and Purchase Intention: Evidence from Croatia

Author(s): Ivana Tonković Pražić, Kristina Devčić
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Podcast; Podcast engagement; Consumer perception; Purchase intention; Croatia
Summary/Abstract: Podcast adoption and audience have been growing at a high rate for the last decade since they enable higher levels of availability, intimacy and interactivity than many other media. The attractiveness and advantages of podcast advertising that arise from the characteristics and popularity of podcasts themselves, caused an increase in podcast advertising. In order to gain deeper insight into the influence of podcast advertising on consumer behavior and thus improve our understanding of this area of digital marketing, an investigation on how podcast engagement influences consumer product recommendation perception and purchase intention of the brands and products advertised by their favorite podcast was conducted. In order to achieve the set goal, a questionnaire was administered among a sample of Croatian consumers. The collected data was analyzed and the results were presented and interpreted.

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