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Manager Tools Podcast: A Study of Podcasting's Effectiveness with Profit Potential Manager Tools Podcast: A Study of Podcasting's Effectiveness with Profit Potential

by Beal, Quincy Frodesen

Abstract (Summary)
This thesis seeks to understand further the effectiveness and profit potential of podcasting. The study combines the theories of uses and gratifications and subjective theory of value to create a model for podcasting’s value. The model is put to the test using the Manager Tools podcast as the subject. Data suggest the three main drivers behind perceived podcast effectiveness are pleasure, habit, and information gathering. Relaxation proved to have a negative influence on perceived effectiveness. The audience’s willingness to pay was determined by perceived effectiveness, scarcity, and habit. Though not a generalizable study, the conclusion discusses the findings’ implications on the podcasting community.
Bibliographical Information:

Advisor:

School:Brigham Young University

School Location:USA - Utah

Source Type:Master's Thesis

Keywords:podcasting podcast new media rss management leadership uses gratifications value

ISBN:

Date of Publication:11/13/2008

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