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Consumer response to podcast advertising: the interactive role of persuasion knowledge and parasocial relationships

Nancy H. Brinson (Department of Advertising and Public Relations, The University of Alabama System, Tuscaloosa, Alabama, USA)
Laura L. Lemon (Department of Advertising and Public Relations, The University of Alabama System, Tuscaloosa, Alabama, USA)
Coral Bender (Louisiana State University System, Baton Rouge, Louisiana, USA)
Annika Fetzer Graham (Department of Advertising and Public Relations, The University of Alabama System, Tuscaloosa, Alabama, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 23 October 2023

Issue publication date: 27 November 2023

1751

Abstract

Purpose

The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial relationship, and how this interaction impacts the listeners’ behavioral intentions toward the advertised brand.

Design/methodology/approach

Using a blended theoretical foundation of Persuasion Knowledge Model and Parasocial Interaction theory, this between subjects’ experimental study examined the effects of a traditional advertisement versus a host-read promotional message for the same brand in a highly rated podcast among listeners who reported varying levels of a parasocial relationship (PSR) with the host.

Findings

Results from a moderated mediation analysis suggest that a PSR with the podcast host decreased evaluative persuasion knowledge about the promotional message presented, which indirectly enhanced respondents’ intention to seek more information about the promoted brand.

Originality/value

This study extends the limited research examining the effects of promotional messaging delivered by podcast hosts with whom audiences have a PSR, and how this interaction impacts the listeners’ behavioral intentions. Theoretical contributions and practical implications for podcast marketers are also discussed.

Keywords

Acknowledgements

Since submission of this article, the following author(s) have updated their affiliations: Coral Bender is an Assistant Professor of Sport Management at the College of Natural and Health Sciences, The University of Tampa.

Citation

Brinson, N.H., Lemon, L.L., Bender, C. and Graham, A.F. (2023), "Consumer response to podcast advertising: the interactive role of persuasion knowledge and parasocial relationships", Journal of Consumer Marketing, Vol. 40 No. 7, pp. 971-982. https://doi.org/10.1108/JCM-01-2023-5819

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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