Gil Lafuente, JaimeYin, Lijun2024-09-032024-09-032024https://hdl.handle.net/2445/214940Treballs Finals del Màster de Recerca en Empresa, Facultat d'Economia i Empresa, Universitat de Barcelona. Curs: 2023-2024, Tutor: Jaime Gil LafuenteWith 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.33 p.application/pdfengcc by-nc-nd (c) Yin, 2024http://creativecommons.org/licenses/by-nc-nd/3.0/es/Marketing en InternetPodcàstingPromoció del comerçTreballs de fi de màsterInternet marketingPodcastingForeign trade promotionMaster's thesisinfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccess