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It's 'like' a #perfectday: En fallstudie om hur och varför lyssnare av poddradion sprider budskap om produkter vidare på sociala medier
Karlstad University.
Karlstad University.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
It's 'like' a #perfectday : A case study on how and why podcast listeners spread the word about products via social media (English)
Abstract [en]

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.

Abstract [sv]

Poddradiolyssnandet har ökat i Sverige under de senaste åren. Till följd av detta har poddradion blivit en attraktiv kanal för företag och organisationer att utnyttja i marknadsföringssyfte. Det har dessutom uppdagats att reklambudskap som annonseras i poddar inte enbart når dess lyssnare, utan att lyssnarna även sprider budskapen vidare på sociala medier. Forskning inom detta område har visat att budskapsspridning genom sociala medier är ett skeende som inte bara involverar sändare och mottagare utan även en tredje part, det vill säga andra individer i mottagarens nätverk. I denna studie redogörs för hur och varför lyssnare av poddradion sprider reklamens budskap vidare på sociala medier.

För att finna generella tendenser och införskaffa förståelse om fenomenet kring poddradion genomfördes en fallstudie på Hannah Widell och Amanda Schulmans podd Fredagspodden. Där undersöktes hur och varför lyssnarna spred budskap om producenternas produkter, vinerna Perfect Day, vidare på sociala medier.

Studiens mest slående resultat är hur lyssnare, då de upplever poddradioproducenten som en vän, tenderar att sprida reklambudskap om dennes produkter vidare på sociala medier. Det handlar alltså om hur parasociala relationer kan öka lyssnarens acceptans till reklam i poddradion då det gäller producentens egna produkter. För att gestalta hur reklambudskapen sprids på sociala medier har vi skapat en modell vid namn Flerstegshypotesen.

Place, publisher, year, edition, pages
2015. , 65 p.
Keyword [en]
par asocial relationship, podcast, Katz & Lazarsfeld, opinion leaders, product placement, communication, social media
Keyword [sv]
parasociala relationer, poddradio, Katz & Lazarsfeld, opinionsledare, produktplacering, kommunikation, sociala medier
National Category
Media and Communications
URN: urn:nbn:se:kau:diva-35257OAI: diva2:790020
Subject / course
Media and Communication Studies
Educational program
Study programme in Public Relations
Available from: 2015-02-23 Created: 2015-02-23 Last updated: 2015-03-04Bibliographically approved

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