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

Ivana Tonković Pražić – University of Applied Sciences “Nikola Tesla” Gospić, Bana Ivana Karlovića 16, 53000, Gospić, Croatia

Kristina Devčić – University of Applied Sciences “Nikola Tesla” Gospić, Bana Ivana Karlovića 16, 53000, Gospić, Croatia

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.

8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times, Rome, Italy, March 21, 2024, SELECTED PAPERS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-84-4, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.S.P.2024

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