Factors affecting online advertising adoption within podcast episodes for GenZ in Vietnam

Abstract

Online advertising is becoming the fastest growing kind of marketing. The use of the Internet, which is becoming increasingly common in Vietnam and across the world, has a significant impact on consumers. As a result of this technology, marketing techniques are gradually evolving. Podcast is a platform that is becoming increasingly popular overseas. In Vietnam, it can be observed that the Podcast market is gradually being explored and expanded, as more and more new podcast names appear. Podcasts have a lot of potential, and many international brands are taking advantage of the growth of Podcasts to expand their influence. So the purpose of this study was to determine the factors affecting the attitude towards online ads on Podcast and its impact on GenZ’s adoption in Ho Chi Minh City, thus making suggestions and solutions to businesses to adapt to customers’ changing needs. The study consists of both qualitative and quantitative methodology. The study paradigm is built on Davis' Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA), Attitude Toward Advertising (ATA), and Model of story-telling Advertising effects. The findings of the study showed that two factors having an influence on GenZ’s online advertising adoption are Narration features and Irritation. Based on these findings, companies who advertise on Podcast will have a better grasp of how advertisements affect customers, which will aid them in developing and delivering services that are more than merely functional to satisfy the demands of their customers.