EXAMINING PODCAST MARKETING SUCCESS – PERSPECTIVES OF THE IS SUCCESS MODEL

Research on podcast marketing success is limited, particularly from a developing economy perspective. This study examined podcast marketing success from a developing economy perspective, specifically, through investigating the factors that influence user satisfaction and, ultimately, their use behaviour of a podcast. The research was theoretically grounded in the Information System Success Model. Data was obtained from 382 respondents who had previously listened to a company’s podcast. The validity of the measurement model and hypothesis testing was done using a structural equation technique. The findings suggest that the use behaviour of a podcast is determined by system quality. However, information quality was found not to be a predictor of the users’ use behaviour in podcasting. By the same token, the service quality of a podcast was also found not to be a predictor of use behaviour. The findings of the study further suggest that system quality determines user satisfaction significantly. Information quality was also found to be a significant predictor of user satisfaction. Service quality, as well, was found to be having a significant and positive relationship with user satisfaction. In conclusion, the findings of the study also suggest that user satisfaction with a podcast has a significant and positive relationship with the user’s use behaviour. The study highlights, both, the theoretical and managerial implications of these findings to marketers who are interested in increasing user satisfaction and use behaviour of a podcast. Increasing user satisfaction will successfully help to improve use behaviour or even continued intention to use their podcasts, thereby enhancing podcast marketing success in South Africa. Also, the study identifies possible challenges and opportunities for future research within this domain of podcast marketing.