Özet:

Today, with the re-emergence of audio culture, podcasts have begun to be accepted as an important research area both academically and in the sector. The rapid popularity of podcasts has attracted the attention of advertisers and brands, so they have begun to accept podcasts as an advertising channel. In this context, how consumers perceive the advertisement contents we come across in podcast broadcasts and how consumers develop an attitude toward these advertisements have gained importance as one of the issues that need to examine. Within the framework of the above information, the primary purpose of the research is to reveal whether the perceived satisfaction in podcast usage affects the attitude formation towards podcast advertisements. Therefore, the survey study carried out in this context was applied to 404 people accessed through the Instagram page of Podbee, the first podcast production agency in Turkey. According to the findings of the regression analysis involved in the research, the dimensions of education-entertainment, storytelling, social participation, and multitasking perceived in podcast use express the sub-dimensions of attitude formation towards advertising (a) information (b) curiosity (c) disturbing (d) reliability dimensions. Therefore, found to have a significant effect. In addition, according to the findings obtained in the study, it was determined that there is a substantial relationship between the dimensions of education-entertainment, storytelling, social participation, and multitasking perceived in the use of podcasts and the formation of attitude towards advertising framework does not differ.

Anahtar Kelimeler: