Browsing by Author "Geada, Ana Margarida Macedo"
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- Avaliação do uso do podcast como ferramenta de marketing digital em Portugal: um estudo preliminarPublication . Geada, Ana Margarida Macedo; Santos, José de FreitasThe making of content that is both relevant and current is vital to satisfy and strengthen the relationship brands share with consumers. However, sometimes it is difficult to know where to allocate the companies’ limited resources to obtain results that align with their set strategies and goals. This study seeks to investigate the interest and perception of the Portuguese population in a content marketing tool that is not commonly discussed and used in the business field - the podcast. To achieve this purpose, an online survey was carried out in order to get to know and characterize the average podcast user and the likelyhood of this tool being adopted as an element of the digital marketing strategy. The underlying research model of the study incorporates elements from both the Theory of Uses and Gratifications and the Technology Acceptance Model that integrate the constructs of Multitasking, Controlling Edutainment, Storytelling Transportation, Social and Intention of Use. In regard to the attributes of the podcast market, it was found that the majority of consumers are young adults with high levels of education who seem to enjoy content deeemed as humorous and use their smartphone as their main device for its consumption. It is also noted that social media is the most typical way to discover new podcasts. With reference to the use of podcasts, the obtained results highlight the existance of a positive relationship between almost all constructs (Controlling Edutainment, Storytelling Transportation, Social) and the Intention of Use of podcasts in Portugal. The only exception was the construct of Multitasking, of which hypothesis was not confirmed, thus appearing to be less relevant for its use. In that case, the components of entertainment and education, storytelling and socialization should be valued in the production of content for podcasts.