CUSTOMER INSIGHTS AND MEDIA EXPOSURE OF PODCAST LISTENERS TO PRESENT AND PROMOTE PODCAST CHANNELS EFFECTIVELY ON FACEBOOK IN THAILAND
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Abstract
The objectives of this research were 1) to study customer insights and media exposure among Podcast listeners and 2) to find out an effective format for presenting and promoting Podcast channels on Facebook in Thailand. Twenty popular Podcast programs in Thailand were analyzed for market analysis and 15 Podcast audiences were interviewed. Altogether with these, an experimental-based research was created to compare the effectiveness of communication and promotion of a Podcast entitled “Stat and Start” broadcasted on Facebook.
The results revealed that the audiences were exposed to Podcast station during morning not more than 40 minutes. The knowledge category was of their high interest. Thai listeners appreciated Podcast because it was regarded as an audio library and it provided a variety of content the audiences could choose. Likewise, Facebook was the most popular platform for listening to Podcast and the Podcast hyperlink should be placed on an image rather than in a caption section. According to the experimental-based research and based upon a number of clicks, consistently, placing the Podcast hyperlink on an image was more effective than putting it in a caption section. This contributes to marketers and Podcast producers for making Podcast on Facebook more effective in Thailand.
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