Abstract

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.

Degree

MA

College and Department

Fine Arts and Communications; Communications

Rights

http://lib.byu.edu/about/copyright/

Date Submitted

2008-12-04

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd2718

Keywords

podcasting, podcast, new media, RSS, management, leadership, uses gratifications, value

Included in

Communication Commons

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