Abstract: Digital content consumption, particularly through podcasts and videocasts, is rapidly reshaping media engagement patterns globally. While existing research has explored general online behavior, there remains a gap in understanding the psychological drivers specific to digital audio and video content consumption, especially in emerging markets. This study aims developed and validated a Digital Content Consumption (DCC) scale within the Brazilian context, integrating it with the Theory of Planned Behavior (TPB) to enhance our understanding of consumption behavior. A cross-sectional survey was conducted among Brazilian consumers during thew month May of 2023........
Keyword: Digital Content, Podcasts, Consumer Heuristics, Structural Equation Modeling
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