Evaluate The Satisfaction Level Of Huflit Students 2021 With Listening To Podcasts Through Spotify Platform.pdf

HO CHI MINH KHOA QUAN HỆ QUỐC TẾ SUBJECT: SCIENTIFIC RESEARCH METHODS TOPIC: EVALUATE THE SATISFACTION LEVEL OF HUFLIT STUDENTS 2021 WITH LISTENING TO PODCASTS THROUGH SPOTIFY PLAT

TRƯỜNG ĐẠI HỌC NGOẠI NGỮ - TIN HỌC TP HO CHI MINH

KHOA QUAN HỆ QUỐC TẾ

SUBJECT: SCIENTIFIC RESEARCH METHODS

TOPIC:

EVALUATE THE SATISFACTION LEVEL OF HUFLIT STUDENTS

2021 WITH LISTENING TO PODCASTS THROUGH SPOTIFY

PLATFORM

TEAM: DREAMER KIDZ

STUDENT’S NAME STUDENT CODE

Lê Thiên Tứ 2IDH702335

EVALUATE THE SATISFACTION LEVEL OF HUFLIT STUDENTS 2021 WITH LISTENING TO PODCASTS THROUGH SPOTIFY PLATFORM Abstract:

People today often hear suggestions like "listen to Podcasts to heal." So, what does podcast mean, where does it come from, and why do people listen to podcasts?

A podcast is a digital audio file that includes speech, music, etc., uploaded online for people to access automatically Unlike radio, where programs follow a set schedule and disappear after broadcast, podcasts are on-demand content Listeners can listen to podcasts anytime, anywhere, and can rewind and fast forward as they please The closest predecessors to podcasts are radio and blogs Radio is the first non-print mass media, enabling the distribution of information over long distances simultaneously through voice Blogging became popular in the early to mid-2000s with platforms like Yahoo 360, WordPress, and TypePad

Podcasts inherit the informational aspect of radio while sharing the personal and amateur nature of blogs Radio, a century-old medium, aligns with the birth of the internet in the 21st century, laying the foundation for podcasts' emergence Blogging's popularity demonstrated the demand and potential for new media, sparking the creation of podcasts Nonetheless, the rise of podcasts doesn't signify the decline of radio or blogs They coexist as distinct media with different contexts and audiences Therefore, podcasts serve as a platform for young people to learn and find solace in their busy lives They have gained popularity among young people because they are easier to create than other media forms like videos With just a smartphone, a headset, and audio editing software, anyone can produce a quality podcast episode Podcasts don't require heavy financial investments or advanced production skills For listeners, podcasts provide the opportunity to multitask Considered less distracting than TV or video, podcasts can be played as background music while doing chores, driving, studying, or working Listening to podcasts isn't passive—it activates various parts of the brain related to language, hearing, and the specific content being listened to Acknowledge:

TABLE OF CONTENTS Dành ẽ

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1.5, Scope & Limitation(s) 3

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Chapter II: Methodology ¬ 2

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CHAPTER I: INTRODUCTION

1.1 Background:

Podcasts are increasing in popularity during the 4.0 era, especially after the COVID-

19 pandemic First, people must understand what a podcast is A podcast is defined as

a digital audio file consisting of speech, and music, uploaded online so that listeners can automatically access it Unlike radio, where programs are broadcast on a pre-exist schedule and disappear immediately after broadcast, podcasts are a form of on- demand content Listeners can freely choose to listen to podcasts anytime, anywhere, and can rewind and rewind as they like

It is projected that by 2023, there will be 160 million podcast listeners globally “The majority of these listeners will be Millennial's (born between 1981 and 1996) and Gen

Z (born between 1997 and 2012) According to the Infinite Dial's 2022 report, 50% of monthly podcast listeners are 12 to 34 This suggests that listening to podcasts is becoming a popular trend among young people.” (Edison Research, 2022)

In today's socially-developing world, young people can access information to fulfill their material and spiritual needs Social media platforms have made it easier than ever before to access these resources Among these options, podcasts are gaining popularity as a platform for sharing audio and voice content Over the last few years, there has been a significant rise in the use of modern web tools, particularly podcasts These digital files can be effortlessly shared online and played on various gadgets, including computers, iPods, and digital audio players Podcasting involves producing engaging audio or video content that can be listened to or watched by audiences at any time on any device With students becoming increasingly mobile, the appeal of accessing information without being confined to a specific location is growing

In this potential market, the biggest competitor that Apple faces is none other than Spotify Over the years, the Swedish company has reaped hundreds of millions of dollars in profits thanks to its popular content creators According to observers, the successive moves of Apple and Spotify are creating fierce competition, in which Spotify still has many advantages Mr Dan Ives - analyst at Wedbush Securities commented: "Spotify has continuously enhanced their strength in podcasts, spending

about 1 billion dollars to expand their business beyond music Considering that podcasts originate from Apple itself, a defeat by Spotify is tough to accept." (thesaigontimes, 2022)

Realizing the suitability of Spotify for the survey, the author decided to investigate

"2021 HUFLIT student’s satisfaction assessment with listening to podcasts via Spotify platform" to understand the reasons behind this remarkable development and analyze preferences as well as the listening goals of HUFLIT students Class of 2021 1.2 The significance of the study:

Through the "EVALUATE THE SATISFACTION LEVEL OF HUFLIT STUDENTS

2021 WITH LISTENING TO PODCASTS THROUGH SPOTIFY PLATFORM" project, the author aim to gain insights into the podcast listening habits and behaviors

of HUFLIT students in the Class of 2021 This research can help us understand what factors influence students’ podcast listening, and identify areas that need improvement

or promotion Ultimately, this project can enhance the quality of podcast content and benefit both podcast creators and the student community Additionally, this research brings joy to both the researchers and students who have a passion for listening to podcasts

- When do HUFLIT students in the 2021 class usually listen to podcasts through social media platforms?

1.5 Scope & Limitation(s):

1.5.1 Scope:

- Survey subjects: 500 students of the 2021 class studying at HUFLIT

- Time range: 3 months (from September to November 2023)

- Scope of content: Research focuses on evaluating factors affecting the frequency of listening to podcasts of HUFLIT students class of 2021

- Scope of research: HUFLIT School (500 students)

- Accuracy of results: The study's results apply only to HUFLIT students in 2021 and are not representative of all students studying at HUFLIT Some important factors may vary between different study subjects

1.6 Organization:

This research paper includes five chapters:

- Chapter 1 is about the satisfaction level of HUFLIT students in 2021 listening to podcasts through the Spotify platform

- Chapter 2 is the theoretical basis of podcasts and Spotify platforms

- Chapter 3 researches the trends and frequency of listening to podcasts of current K27-HUFLIT students

- Chapter 4 is the author conclusions and recommendations after completing the research

- Chapter 5 is a reference source

CHAPTER I: LITERATURE REVIEW

2 Theoretical framework:

The theoretical framework used in this study is the Input Hypothesis that underpins the foundation for the research The author aims to study the satisfaction of HUFLIT students from the class of 2021 regarding Spotify's music service This involves identifying students' preferences for the music service and creating a research model

to gauge satisfaction, taking into account the factors influencing the satisfaction of HUFLIT students from the 2021 class The goal is to assess the satisfaction level of these students with the service and propose measures to enhance their satisfaction

Practical Choose a Provide Build a survey

tò research topic Gò | Question GỒ| research goals tờ questionnaire

Conclusion of Give research Process and — Collect

2.1 Concept of Spotify’s music service:

Spotify is a music app that students can use online It works on different devices, and students can quickly find their favorite artists or music styles

It was released on October 7, 2008 They can search for songs by artist, album, genre,

or playlists based on themes or record labels With a "Premium" subscription, people get extra benefits like no ads, unlimited song skips, playing any song they want, and the option to download music for offline listening

2.1.1, Potential of Spotify podcasts in the present era:

Since its launch, Spotify has grown rapidly, going from 1 million paying subscribers

in 2011 to 60 million paying subscribers out of 140 million regular users in 2017

Currently, Spotify is available in most European countries, the Americas, Australia, New Zealand, and parts of Asia After 10 years of construction and development, Spotify has made a significant impact in the music market with over 30 million paid

subscribers and revenue of 3 billion dollars Spotify is accessible on Windows, macOS, Android, 10S, iPadOS for smartphones and tablets, and an unofficial version for Linux operating systems In June 2017, Spotify became available on the Windows Store Users can access Spotify's database of more than 30 million songs

Ms Dawn Ostroff, Director of Advertising and Content Business at Spotify, stated that the recent surge of interest from other companies in podcasts has validated Spotify's early moves "We were the first to recognize the potential of podcasts, and

we have been in the market for much longer than any of our competitors” (thesaigontimes, 2022)

It can be said that many people use Apple as their platform of choice for listening to the top podcasts However, recent statistics indicate that Spotify has experienced significant growth in its podcast offerings The number of podcasts on Spotify has increased nearly fivefold since 2019, reaching over 2.2 million Research firm eMarketer predicts that the number of Spotify podcast listeners in the US will exceed those of Apple Podcasts this year While Apple's services continue to grow, its market share is expected to decline from 34% in 2018 to 24% in 2021 (thesaigontimes, 2022) This trend has sparked fierce competition between Apple and Spotify, with Spotify holding several advantages Mr Dan Ives, an analyst at Wedbush Securities, remarked,

"Spotify has been strengthening its position in the podcast space, investing around $1 billion to expand beyond music Given that podcasts originated from Apple, losing to Spotify is undoubtedly difficult to accept" (thesaigontimes, 2022)

The author also agrees with the aforementioned statistics, which suggest that Spotify's growth potential in the podcast industry will surpass that of Apple in 2023 Furthermore, the author acknowledges that Spotify is Apple's primary competitor in this promising market Over the years, the Swedish company has generated hundreds

of millions of dollars in profits through its popular content creators According to

2023 statistics from Blog Pascher, for every podcast listener, four people use Spotify, whereas one in five people use Apple Podcasts Spotify has announced a significant increase in the number of podcasters joining the Spotify Audience Network in the past two years According to Statista, the main platforms for podcast consumption are Spotify (25% of listeners) and Apple Podcasts (20%)" (Blog Pascher, 2023)

2.2 Theory and Concept of Podcast:

“A podcast is an episodic series of digital audio or video files that a user can download to listen to Podcasting episodes are automatically downloaded via web syndication to the user's local computer, mobile application, or portable media player” (Merriam-Webster Dictionary, 2018) Another definition of podcasts by Merriam- Webster Dictionary says that a podcast is a program (as music or talk) made available

in digital format for automatic download over the Internet (p 1828) According to Cambridge Dictionary, “a podcast is a radio program that is stored in a digital form that you can download from the internet and play on a computer or an MP3 player” (Cambridge Dictionary, 1999) Collins Dictionary defines a podcast as an audio file similar to a radio broadcast, that can be downloaded and listened to on a computer or MP3 player (Collins Dictionary, 1819) “Lafferty & Walch (2006) stated that a podcast is a series of digital audio and video recordings uploaded on the web-assisted

by Rapid Simple Syndication (RSS) feeds These RSS feeds allow listeners to download their preferred podcasts using podcast client software such as Zune, Winamp, Rhythmbox, Podwalk, Overcast, MusicBee, NewsFire, Media Go, Feebooks, double Twist, and iTunes Lazzari (2009) asserted that podcasting is a method for diffusing any digital media file, or series of files, over the Internet for playback on portable media players, such as Apple iTouch, Zune 80 GB Digital, Archos 604 30

GB portable, Sony X-series Walkman, personal computers, etc A podcast was originally audio-only but now contains texts, images, video, and episodes pinpointing some themes or ideas” (Researchgate, Naif Althobaiti, 2019) As per the 2018 Merriam-Webster dictionary, podcasts are digital audio or video files that users can download for listening These episodes are automatically delivered via the web to the user's computer, mobile app, or media player The term "podcast" is a blend of "iPod" and "broadcasts" coined by journalist Ben Hammersley in 2004 Simply put, podcasts are audio presentations that can be accessed through the internet, either on iTunes, streaming services, or web browsers In 2005, the Oxford New American Dictionary recognized "podcast" as its word of the year Today, podcasts have become a popular way to impart information through spoken word, with many radio stations using them

to attract more listeners Many media companies are now focusing on creating podcasts, making 2020 the year of the podcast industry boom

- Podcast content is often produced and distributed by individuals or organizations

- Podcasts can serve as marketing or communication tools for businesses or organizations

- To create a podcast, people will need recording equipment, audio editing software, and engaging content to attract listeners People will also need to choose an online streaming platform to publish and promote their podcast

2.4, The types of podcasts:

There are different types of podcasts available on the internet “Currently, there are three types of podcasts being produced and widely used that are classified by the format of content: audio podcasts, enhanced podcasts, and video podcasts” (Bolliger

et al., 2010; Shoar et al., 2011; Sze, 2006)

2.4.1, Audio Podcasts are the Most Common Types of Podcasts:

Audio podcasts are episodes that consist of audio content This format is typically available in MP3, compatible with all types of PCs and mobile media devices Audio podcasts have several advantages, including their small file size, which varies based

on the episode's length, and their ease of production

2.4.2 Video Podcast is sometimes abbreviated to Vodcast:

Video podcasts are a type of podcast that can include both audio and video In video podcasts, users can watch and listen to the podcast content through a video file This provides a more engaging experience for listeners, especially when the content

requires visuals or the desire to convey information through images or videos, not just audio Video podcasts are usually available on platforms like YouTube, Vimeo, or through video-supported podcast applications

2.4.3 Enhanced Podcast:

It's a unique blend of audio podcasts and visual images that are synced together to create an interactive experience Enhanced podcasts typically include several still images that transition like a slideshow, and they can also feature clickable URL links

to websites and chapter markers that allow them to skip to specific parts of the podcast

“Technically, an enhanced podcast is an audio file in MP4 format with a layer for embedding the synced images One of the benefits of enhanced podcasts is that they provide both visual and audio content while maintaining a small file size - similar to a typical audio-only podcast and much smaller than a video podcast!” (Researchgate, Naif Althobaiti, 2019)

2.5 The podcast genre being researched:

The author decided to choose Audio Podcasts for the research due to the greatest popularity on platforms, especially Spotify Spotify's year-end statistics also show that there were more than | million 2 podcasts posted on the platform in just | year of

2021, with 80% being independent creators Besides, Audio Podcasts allow listeners

to multitask because they are considered less distracting media than Video Podcasts 2.6, Advantages and disadvantages of podcasts:

2.6.1, Advantages:

- First, podcasts can replace radio and television The emergence of podcasts is seen as

a new alternative to the existence of traditional electronic components such as TV and radio Initially, podcasts were only in audio format, but with the introduction of video podcasts, users can easily access different forms of information In the field of journalism, instead of broadcasting information in fixed time slots with high production and maintenance costs, broadcasters can fully utilize podcasts as a new

medium, helping listeners quickly update information, easily replay if needed, and most importantly, save costs

- Secondly, podcasts are not limited in the content of information transmission In podcasts, there are various types of information and different topics, ranging from politics, science, children's stories, psychology, and parenting, to popular cultures such as music and movies

- Thirdly, podcasts are a useful tool to enhance the language skills of listeners When listeners listen to podcasts on various topics from different countries, they can access the diversity in writing styles and the "language" culture of different countries Being exposed to various sources of helpful materials contributes significantly to the development and improvement of the language skills of listeners

- Fourthly, students can become content creators on podcasts, comfortably expressing their own opinions, and thoughts, and interacting with many others Everyone can actively use podcasts and own their channels In today's booming startup era, using podcasts as a place to build brand trust is a very effective move, as maintaining creative and interesting content will easily gain a loyal customer base for their product

- Fifthly, podcasts provide relaxation Apart from the aforementioned benefits, relaxation is an essential aspect Instead of focusing too much on utilizing other senses when watching TV, YouTube, Facebook, etc., podcasts primarily focus on listening Using just one sense helps users be more relaxed and able to multitask while listening

to podcasts Students can listen to podcasts while cooking, cleaning the house, studying, and more

- Sixth, podcasts have gained popularity due to their storytelling nature According to Paul Zak, the director of the Center for Neuroeconomics Research at Claremont College, listening to podcasts can help produce oxytocin, also known as the happiness hormone This hormone is released when people connect and empathize with a story, reducing the amount of cortisol secreted, thus reducing stress

Zak also believes that listening to stories increases their ability to remember information Background music and sound effects in podcasts also help listeners pay attention to the content, thus activating their imagination

To better understand how the brain visualizes a story while listening to podcasts, Moth Studio conducted a project where they had test participants listen to podcasts while taking MRI scans of their brains The results showed that many brain areas lit up and responded simultaneously to the information received As listeners absorb the newly learned information, concepts and words create layers of connections in the neural network This stimulates neural connections, allowing them to connect newly learned information with existing knowledge, increasing their ability to absorb it

2.6.2 Disadvantages:

- First, podcasts are a relatively new concept, so their coverage is still limited, especially in developing countries Due to the low number of podcast users, finding information on how to use them as a channel for gathering information can be challenging

- Secondly, unlike online platforms like YouTube and Facebook, using podcasts requires installing some accompanying software Additionally, as mentioned above, currently, Spotify is responsible for producing podcast features, so there is a certain fee to use them in the long run

- Thirdly, a stable internet connection is essential when listening to podcasts Therefore, if the location where the listener is doesn't guarantee a stable and strong internet connection or is in an area with no internet coverage, listening to podcasts is not feasible

2.7, Project hypothesis:

2.7.1, Proposed research hypotheses

- Hypothesis 1: The percentage of HUFLIT students class of 2021 who have

"ever" listened to podcasts is 85%

- Hypothesis 2: The percentage of HUFLIT students of the 2021 class who listen

to podcasts with "occasional" frequency is about 70%

- Hypothesis 3: The percentage of HUFLIT students of the class of 2021 listening to podcasts for 30-60 minutes a day is 50%

- Hypothesis 4: The percentage of HUFLIT students in the class of 2021 who regularly listen to podcasts on a single platform is 50%

- Hypothesis 5: The proportion of students having difficulty finding quality and suitable podcast sources is 45%

2.7.2 Statistical applications hypotheses

- At least 40% of HUFLIT female students in the class of 2021 access and listen

to podcasts originating only domestically

- At least 70% of HUFLIT male students in the class of 2021 access and listen to podcasts originating only domestically

Hypothesis 5:

- At least 70% of HUFLIT female students of the class of 2021 rated content as

an important and very important criterion for them to listen to podcasts

- Atleast 65% of HUFLIT female students of the class of 2021 rated content as

an important and very important criterion for them to listen to podcasts

2.8 Research framework:

Recommended Research Model:

By delving into theories about customer satisfaction regarding service quality and exploring related models, the team identified several factors influencing customer satisfaction with Spotify's music service, including:

- Price: the monetary value of a product or service, influenced by quality, brand, and associated services

- Responsiveness: the ability to provide services that satisfy customers

- Trust: is the trustworthiness of service agreements provided from the app

- Tangible media: encompassing the conditions, tools, and resources involved in providing services to customers

- Empathy: demonstrating care and concern for each individual customer

- Guarantee: ensuring service quality

Based on this research, the team proposed the following model:

Spotify's

music service

Tangible Responsiveness ye Media

The hypothesis that the author poses:

- H1: Factors of trust and empathy/service capacity have a positive influence on customer satisfaction

- H2: Tangible media factors positively affect customer satisfaction

- H3: Price factor positively affects customer satisfaction

- H4: The responsiveness factor positively affects customer satisfaction

- H5: The guarantee factor positively affects customer satisfaction

2.9, Research gap:

This study researched how HUFLIT students in the 2021 class listen to podcasts on Spotify and what affects their podcast enjoyment It aims to give advice to podcast creators However, some areas need more research, such as:

- Currently, there is no research assessing the satisfaction levels of HUFLIT students from the 2021 class when listening to podcasts on Spotify This study is the first of its kind on this topic, so the research findings may not fully represent reality This research only focuses on four main factors: trust, empathy, guarantee, and tangible media The remaining two factors, responsiveness and price, are still limited due to time constraints in conducting research As a result, the researchers have not gathered sufficient feedback from students and have not addressed the pricing needs for HUFLIT students in the 2021 class to feel satisfied Moreover, the limitation of excessively long podcast lengths impacts the listening experience and hinders students’ ability to receive guaranteed information The abundance of podcast channels also makes it challenging for students to find suitable listening sources In addition, students tend to prefer watching video podcasts, so audio podcasts haven't gained much interest from HUFLIT students in the 2021 class

To address the research gaps mentioned above, it's essential to enhance content quality

on the Spotify platform, improve technology, boost promotion and marketing, and foster partnerships between podcasts and businesses, organizations, schools, or community projects