Track: Undergraduate Student Paper Competition

Abstract

Abstract

The study is an approach on the quantitative method. Accordingly, the survey is conducted on 246 respondents who are Gen Z (10-25 years old) and living at Ho Chi Minh City (Vietnam). Based on the qualitative method with literature review and expert evaluation, six factors of entertainment, informativeness, irritation, credibility, narrative engagement, and social aspect are explored and employed in the research model. The quantitative method of Exploratory Factor Analysis is applied to test how a relationship between six factors and attitude toward podcast ads and between attitude toward podcast ads and the adoption of online advertising within podcast episodes. In parallel, the group testing is also taken into account of the study, this is a support to confirm which group of gender, income, and online time are more involved in the adoption of online advertising within podcast episodes.

Keywords

Online advertising, Gen Z, Podcast, Podcast advertising