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Publicação
A influência da publicidade em podcasts na intenção de compra dos consumidores portugueses
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Em Portugal, à semelhança do que se encontra no contexto global, temos assistido a um maior consumo e a uma crescente popularidade em torno dos podcasts. Verifica-se também que este formato em áudio apresenta múltiplas características que promovem uma relação de proximidade e de cumplicidade entre quem escuta e quem produz o conteúdo. Este cenário tem despoletado o interesse das marcas em promover os seus
produtos e serviços em podcasts. Assim, hoje em dia, já é possível verificar a presença de publicidade nos podcasts portugueses. No entanto, pouco se sabe sobre a influência destes anúncios publicitários na intenção de compra dos ouvintes. Desta forma, este estudo procura compreender a recetividade e a influência da
publicidade em podcasts na intenção de compra dos ouvintes portugueses. Para uma maior contextualização sobre o tema, foi revista a literatura existente sobre a temática dos podcasts, tanto em Portugal como em contexto internacional. Aqui, discute-se a evolução e a forma como este meio de comunicação é consumido. No entanto, os conceitos de publicidade e do processo de compra dos consumidores, com especial
foco na intenção de compra, também foram considerados. Face ao objetivo da pesquisa, foi realizado um estudo empírico, tendo por base os dados recolhidos através de um questionário online, aplicado entre outubro de 2023 e março de 2024. Recorreu-se a uma metodologia quantitativa, através da modelação de equações estruturais, aplicada a uma amostra de 156 ouvintes portugueses de podcasts, dos quais 51,3% com idades entre os 18 e os 26 anos. Os resultados obtidos permitiram concluir que as publicidades que difundem informação útil aos ouvintes e que são agradáveis de se ouvir beneficiam a intenção de
compra dos produtos publicitados. Por outro lado, a presença de publicidades excessivamente informativas, frequentes e intrusivas (infodemia) nos podcasts tende a ter repercussões negativas na informatividade percebida e no prazer em ouvir a própria publicidade. Assim, não é por as marcas fazerem mais publicidade que as pessoas pretendem comprar mais o que lhes foi publicitado.
In Portugal, as in the global context, we have seen greater consumption and growing popularity around podcasts. In addition, this audio format has many characteristics that promote a close relationship and complicity between those who listen and those who produce the content. This scenario has triggered interest among brands in promoting their products and services in podcasts. As a result, it is now possible to see the presence of advertising in Portuguese podcasts. However, little is known about the influence of these adverts on listeners' purchasing intentions. This study therefore seeks to understand the receptivity and influence of podcast advertising on the purchase intentions of Portuguese listeners. To further contextualize the topic, the existing literature on podcasts was reviewed, both in Portugal and internationally. Here, the evolution and way in which this medium is consumed is discussed. However, the concepts of advertising and the consumer buying process, with a special focus on purchase intent, were also considered. Considering the aim of the research, an empirical study was carried out, based on data collected through an online questionnaire, applied between October 2023 and March 2024. A quantitative methodology was used, using structural equation modelling, applied to a sample of 156 Portuguese podcast listeners, 51.3% of them aged between 18 and 26. The results showed that adverts that disseminate useful information to listeners and are pleasant to listen to benefit the intention to buy the products being advertised. On the other hand, the presence of over-informative, frequent and intrusive advertising (infodemic) in podcasts tends to have negative repercussions on perceived informativeness and the pleasure of listening to the advertising itself. Thus, it is not because brands advertise more that people want to buy more of what they have advertised.
In Portugal, as in the global context, we have seen greater consumption and growing popularity around podcasts. In addition, this audio format has many characteristics that promote a close relationship and complicity between those who listen and those who produce the content. This scenario has triggered interest among brands in promoting their products and services in podcasts. As a result, it is now possible to see the presence of advertising in Portuguese podcasts. However, little is known about the influence of these adverts on listeners' purchasing intentions. This study therefore seeks to understand the receptivity and influence of podcast advertising on the purchase intentions of Portuguese listeners. To further contextualize the topic, the existing literature on podcasts was reviewed, both in Portugal and internationally. Here, the evolution and way in which this medium is consumed is discussed. However, the concepts of advertising and the consumer buying process, with a special focus on purchase intent, were also considered. Considering the aim of the research, an empirical study was carried out, based on data collected through an online questionnaire, applied between October 2023 and March 2024. A quantitative methodology was used, using structural equation modelling, applied to a sample of 156 Portuguese podcast listeners, 51.3% of them aged between 18 and 26. The results showed that adverts that disseminate useful information to listeners and are pleasant to listen to benefit the intention to buy the products being advertised. On the other hand, the presence of over-informative, frequent and intrusive advertising (infodemic) in podcasts tends to have negative repercussions on perceived informativeness and the pleasure of listening to the advertising itself. Thus, it is not because brands advertise more that people want to buy more of what they have advertised.
Descrição
Palavras-chave
Podcast Publicidade Intenção de compra Informatividade Infodemia Prazer em ouvir publicidade Comportamento do consumidor Advertising Purchase intention Informativeness Infodemic Pleasure in listening to advertising Consumer behaviour