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Please use this identifier to cite or link to this item: https://hdl.handle.net/2445/214940
How Podcast Media Content Marketing Shapes Consumer. Brand Perception and Favorability
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With the rise of digital media, podcasts have emerged as a portable, on-the-go medium that offers a brand-new channel of communication. The commercial value of podcasts has attracted widespread attention in the industry, with many brands still in the observation and evaluation stage, not yet ready to invest or take action. This study will investigate the relationship between consumers brand perception, consumers brand favorability, and the Podcast Media Content Marketing (PMCM). By establishing a framework to describe the pathway of PMCM on consumer brand perception and favorability, this aims to provide brand owners and podcast content host with new perspectives and strategies.
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Treballs Finals del Màster de Recerca en Empresa, Facultat d'Economia i Empresa, Universitat de Barcelona. Curs: 2023-2024, Tutor: Jaime Gil Lafuente
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YIN, Lijun. How Podcast Media Content Marketing Shapes Consumer. Brand Perception and Favorability. [consulted: 12 of August of 2026]. Available at: https://hdl.handle.net/2445/214940