Possibilities of Brand Content Integration into Youtube Podcasts in Lithuania

Stumbras Erikas () and Kisieliauskas Justinas ()
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Stumbras Erikas: Master student of the study programme Marketing Management at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania.; S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.
Kisieliauskas Justinas: PhD, lecturer at the Department of Economics, vice-dean of the Faculty of Economics and Management, Vytautas Magnus University, Lithuania.; S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.

Management of Organizations: Systematic Research, 2021, vol. 86, issue 1, 93-104

Abstract: As customers become immune to most forms of advertisement on the Internet, marketers seek new ways to get the attention of branded content. As podcast content on YouTube gains more and more users’ attention in the world and Lithuania, it raises the urge for both marketing professionals and researchers of the marketing field to analyse the possibilities of brands and its content integration in the podcasts. The problem analysed is how effectively integrate brand content into Youtube podcasts in Lithuania. Thus, the paper aims to analyse the phenomenon of brand content integration and to reveal its possibilities in You-Tube podcasts in Lithuania.

Keywords: podcast; brand integration; product placement; social media marketing; YouTube marketing; content marketing (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:86:y:2021:i:1:p:93-104:n:6

DOI: 10.1515/mosr-2021-0015

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