O fenómeno podcast
: impacto do consumo de podcasts na lealdade à plataforma distribuidora

  • Miguel Alexandre Pinto Correia da Silva (Student)

Student thesis: Master's Thesis

Abstract

This dissertation aims to investigate whether Podcast Consumption can influenceConsumer Loyalty to the platforms that distribute this media format, also evaluating the possible mediating role of Loneliness, Social Presence, and Subjective Well-Being. An online focus group was conducted with eleven Podcast consumers to confirm the knowledge obtained from the literature and explore new perspectives on the user's view. An online questionnaire was also conducted to 319 respondents to test research hypotheses. The results show that increased Podcast Consumption has a positive effect on Consumer Loyalty to distribution platforms. In addition, Social Presence and Subjective Well-Being are mediators of the relationship between Podcast Consumption and Consumer Loyalty. On the other hand, the effects of Loneliness as a mediator in the model were not accepted. The author discusses the theoretical contribution and managerial implications of these findings.
Date of Award4 Jul 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorDaniela Langaro (Supervisor)

Keywords

  • Podcasts
  • Podcasting
  • Podcast consumption
  • Loneliness
  • Subjective well-being
  • Social presence
  • Consumer loyalty
  • Self-determination theory
  • Attachment theory
  • Need to belong theory
  • Digital marketing
  • New media

Designation

  • Mestrado em Gestão Aplicada

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