NI HÖRDE DET HÄR FÖRST - En kvantitativ studie om hur individer påverkas av att lyssna på en aktie podcast beroende på den medverkandes expertkunskap och podcastens anseende.

Sammanfattning: Consumers are frequently the subjects of marketing attempts to advertise different financial products on the market. Marketers must constantly look for different ways to win consumers and to grow their businesses. The use of podcasting is a huge content marketing opportunity. Podcast is a type of digital episodic media which can be either audio, video, PDF, and even ePub that is delivered via RSS: i.e. that it can be subscribed to. The aim of this thesis is to examine to what extent people are affected by financial experts and the podcast reputation. An experiment was conducted through a survey with the purpose to examine what degree of expertise and reputation would have on the participants purchase intention, perceived credibility in a stock recommendation and perceived risk of the recommended stock. Four fictious podcasts were created with two different types of manipulation. The experiment had a 2x2 between subjects factorial design with; degree of expertise (expert of trader investments VS non expert of trader investments) and degree of reputation (podcast with a high reputation VS podcast with a low reputation). The result showed that the participants who listened to a podcast with a high reputation or an expert, where more likely to invest in the stock, they experienced the stock recommendations more credible and less risky compared to participants who listened to a podcast with a low reputation or a non expert of trader investments.