It's 'like' a #perfectday
En fallstudie om hur och varför lyssnare av poddradion sprider budskap om produkter vidare på sociala medier
Par asocial relationshipPodcastKatz & LazarsfeldOpinion leadersProduct placementCommunicationSocial mediaParasociala relationerPoddradioKatz & LazarsfeldOpinionsledareProduktplaceringKommunikationSociala medier
Recent years have seen a dramatic increase in podcast listening in Sweden. As a result, podcasts has become attractive in marketing purposes among enterprises and organizations. It has also been revealed that the messages about products advertised in podcasts not only spread among the listeners, but also among their friends when publishing on social media. Research in this area has shown that messages spread on social media is a process which not only involve the transmitter and the receiver but also a third party, that is other individuals in the receivers network. This study reveals possible reasons to how and why listeners of the podcast spread commercial messages on social media.In order to identify general trends and to acquire an understanding of the phenomenon about podcasts a case study on Fredagspodden, produced by Hannah Widell and Amanda Schulman, was done. The purpose was to spread light on how and why listeners spread messages regarding the product placement of the producer?s own products, the Perfect Day wines, on social media.This study?s most significant finding is how listeners of the podcast tend do have a greater acceptance towards advertising messages regarding the producers own products when they experience the producer as a friend. Because of this parasocial relationships the listeners also seem to become more willing of spreading the commercial messages on social media. To visualize this process of communication we have created a model called Several-step-hypothesis.