<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

Possibilities of Brand Content Integration into Youtube Podcasts in Lithuania

PhD, lecturer at the Department of Economics, vice-dean of the Faculty of Economics and Management

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Possibilities of Brand Content Integration into Youtube Podcasts in Lithuania"}

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...

Possibilities of Brand Content Integration into Youtube Podcasts in Lithuania

Published Online: Mar 17, 2022

Page range: 93 - 104

Received: Aug 25, 2021

Accepted: Dec 10, 2021

DOI: https://doi.org/10.1515/mosr-2021-0015

Keywords
podcast, brand integration, product placement, social media marketing, YouTube marketing, content marketing

© 2021 Erikas Stumbras et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Possibilities of Brand Content Integration into Youtube Podcasts in Lithuania

Published Online: Mar 17, 2022

Page range: 93 - 104

Received: Aug 25, 2021

Accepted: Dec 10, 2021

DOI: https://doi.org/10.1515/mosr-2021-0015

Keywordspodcast, brand integration, product placement, social media marketing, YouTube marketing, content marketing

© 2021 Erikas Stumbras et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
podcast, brand integration, product placement, social media marketing, YouTube marketing, content marketing