Consumer Behavior in Podcast Advertising: A Planned Behavior Theory Approach to Promotional Codes
This study aims to investigate the factors influencing podcast listeners' intentions to redeem promotional codes from advertisements in this medium, focusing on the Theory of Planned Behavior (TPB) extended with the concept of trust towards podcast hosts. This research is based on the Theory of Planned Behavior while integrating trust as an additional predictor of intention to behave in the co