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Research on the Influence of Audio Advertisements on the Consumers’ Intention to Buy Goods

Student: Laura Manukyan

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2021

In light of recent trends, audio advertising is rapidly gaining growth and is taking over more and more platforms. And while previously audio advertising was only found on radio, it is now expanding its reach to more platforms (spotify, vk, etc.), which are filling this market while increasing the number of listeners of audio advertising (by 2024, Statista predicts an increase to 1.1 billion). There is also a trend of significant growth in advertisers' focus on ad effectiveness. And since today audio advertising is becoming more relevant and promising, the purpose of this paper is to analyze the impact of audio advertising on the propensity to purchase goods by the audience, the object of research - audio advertising, and the subject - the effectiveness of audio advertising in terms of influencing the intention to buy. The theoretical relevance of this work is (in solving the problem of understudied effect of audio advertising on the intention to buy by users) to fill the gap in the understanding of the impact of audio advertising on the intention of users to buy by developing and testing the methodology of such an assessment and offering relevant practical recommendations based on empirical research. This will make the work useful for media and advertising professionals, as well as for advertisers. The methodology of this study can serve as a basis for other research in identifying effective audio advertising, aimed at the purchase of the advertised product or service by the audience. The paper investigated the impact of audio advertising on audience purchase intent. To this end, a questionnaire was developed based on desk research and expert interviews. In order to test the hypotheses put forward earlier, to find out which characteristics of audio advertising contribute more to the intention to buy, and which less, a logistic regression model was built on the basis of the collected data, using the SPSS statistical program. At the end of the study, some hypotheses were accepted and others were rejected. The results of the study led to conclusions and recommendations about the effectiveness of audio advertising, which is aimed at stimulating sales. In particular, the effectiveness of audio advertising is positively influenced by "female voice" in audio advertising, "frequency of playback", "one voice voicing", audio advertising formats such as "musical song", "audio advertising with background music", while long audio advertising, on the contrary, is negatively affected. This paper consists of an introduction, three main chapters, a conclusion, a list of references and appendices.

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