|dc.description.abstract||Podcast is a phenomenon that has received rising interest the past decade.
Marketers have already acknowledged the potential of utilizing podcast as a
marketing communication tool, and the medium has especially been found
appropriate for sponsorships. Despite the growing interest for using podcast as a
marketing channel, little empirical research has been conducted on the topic.
Marketers are still uncertain about consumer’s reaction to sponsorships in
podcasts, and what impact it can have on their brand.
This study aims to extent the limited current research on the topic by examining
how consumer’s respond when being exposed to podcast sponsorships. In
particular, when being exposed to sponsors with distinctive market prominence, as
well as variations in how the sponsorship is integrated into the podcast show.
Drawing from theories on sponsor awareness, sponsor attitude, sincerity and fit
perceptions, findings show that consumers exposed to a prominent sponsor
develop more positive attitudes towards the sponsor and have a higher sponsor
recall accuracy. When a sponsorship is highly integrated into the show content the
sponsor also receives a higher recall rate, although not on a significant level.
Furthermore, the study finds that perceived fit between the sponsor and podcast is
a significant predictor of consumer’s sincerity towards the sponsor. Also,
consumers that are not frequent podcast listeners is interestingly also a predictor
This research provides a review of traditional sponsorship literature on sponsor
recall, sponsor attitude, sincerity and fit, which has primarily been applied to sport
and event settings in previous research. Eight research questions were developed
to examine if existing sponsorship theories can also be applied in the context of
podcast sponsoring. Implications for managers that already sponsor or consider
investing in podcast sponsorships are presented, as well as suggestions for future
research on the topic.||nb_NO