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Orientador(es)
Resumo(s)
Esta dissertação pretende investigar se o Consumo de Podcasts pode influenciar a
Lealdade do Consumidor às plataformas distribuidoras deste formato media, avaliando
igualmente o possível papel de mediação da Solidão, Presença Social e Bem-Estar Subjetivo.
Foi realizado um focus group online a onze consumidores de Podcasts para confirmar o
conhecimento obtido através da literatura e explorar novas perspetivas sobre a visão do
utilizador. Um questionário online foi igualmente realizado a 319 inquiridos para testar as
hipóteses de investigação. Os resultados mostram que um Consumo de Podcasts aumentado
tem um efeito positivo na Lealdade do Consumidor às plataformas de distribuição. Já a Presença
Social e o Bem-Estar Subjetivo são mediadores da relação entre o Consumo de Podcasts e a
Lealdade do Consumidor. Contrariamente, os efeitos da Solidão como mediador no modelo não
foram aceites. O autor discutiu as contribuições teóricas e as implicações para a gestão destas
descobertas.
This dissertation aims to investigate whether Podcast Consumption can influence Consumer 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.
This dissertation aims to investigate whether Podcast Consumption can influence Consumer 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.
Descrição
Palavras-chave
Consumo de Podcasts Solidão Bem-estar subjetivo Presença social Lealdade do consumidor Teoria da autodeterminação Teoria do apego Teoria da necessidade de pertencer Marketing digital 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