Unaided and Aided Brand Recall in Podcast Advertising: An Experiment in the Role of Source Credibility's Impact on Brand Message Efficacy

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dc.contributor.advisorDevlin, Michael
dc.contributor.authorFischer, Vera K.
dc.contributor.committeeMemberCraig, Clay
dc.contributor.committeeMemberJoyce, Vanessa Higgins
dc.date.accessioned2019-05-08T15:22:53Z
dc.date.available2019-05-08T15:22:53Z
dc.date.issued2019-05
dc.description.abstractPodcasts have gained popularity among advertisers as an effective method for reaching their intended audience. The reason for this popularity is the niche content delivered to targeted audiences. Advertisers find these audiences to be narrowly targeted and therefore brand placement messages can have a greater consumer impact. The present study assesses the role of source credibility on aided and unaided brand recall in podcast advertising. Research measured the perceived credibility of the podcast host (source) in three dimensions: expertise, knowledge and attractiveness. Using four different podcast episode genres, an audio experiment controlled for gender of host, brand placement and length of podcast episode was conducted on 113 college students. Participants rated credibility of the podcast host, attitude towards the brand and purchase intention. Analysis confirmed that host expertise had the strongest impact on unaided brand recall.
dc.description.departmentJournalism and Mass Communication
dc.formatText
dc.format.extent46 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationFischer, V. K. (2019). <i>Unaided and aided brand recall in podcast advertising: An experiment in the role of source credibility's impact on brand message efficacy</i> (Unpublished thesis). Texas State University, San Marcos, Texas.
dc.identifier.urihttps://hdl.handle.net/10877/8176
dc.language.isoen
dc.subjectPodcasts
dc.subjectUnaided and aided recall
dc.subjectHost source credibility
dc.subjectPodcast advertising
dc.subject.lcshInternet marketing
dc.subject.lcshPodcasting
dc.subject.lcshAdvertising
dc.titleUnaided and Aided Brand Recall in Podcast Advertising: An Experiment in the Role of Source Credibility's Impact on Brand Message Efficacy
dc.typeThesis
thesis.degree.departmentJournalism and Mass Communication
thesis.degree.disciplineMass Communication
thesis.degree.grantorTexas State University
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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