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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.

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.

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.

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.

This paper seeks to provide a model for creating podcasts to promote academic library resources and services, with an emphasis on government documents collections.

This paper describes the Mississippi State University (MSU) Libraries' project to develop podcasts that promote the Libraries' numerous resources and programs to the University's students, faculty and staff. Specifically, the paper discusses the Government Documents and Microforms Department's involvement in this project.

The Government Documents and Microforms Department's three podcast links received a total of 64 hits during the first three months the MSU Libraries' podcasts were available (September 2006‐November 2006). This is in comparison with the 4,318 hits the Department's six major online resources received during the same period.

This paper will allow academic librarians to gain a basic knowledge of the podcast technology, identify possible resources from their own libraries to advertise via the podcast medium, and learn strategies for creating podcast scripts to promote both government and non‐government information resources.

By subscribing to podcast feeds that describe library resources or events, patrons can learn more about these resources, and receive instruction in how to use them, at their convenience. By promoting the use of government documents in particular, librarians can connect students, faculty and other researchers with information materials that are applicable to a wide range of academic disciplines and to daily life.

This innovative practice paper explains how a student-produced podcast is used as an educational tool to showcase leadership and ethics. It illustrates how podcasting provides a unique pedagogical experience for students to engage with leadership themes in a way that is accessible, practical, and relevant. In this example, the podcast episodes become an innovative teaching resource, while the creation of it provides an experiential learning opportunity for the student hosts. In creating the work, students develop essential critical thinking skills, and the students who engage with the podcast are introduced to valuable leadership concepts.

This study explores the effect of gender stereotyping and issue advocacy on consumer sentiment toward advertising and brands.

Drawing from the literature, the study hypothesizes about the impact of gender stereotyping and consumer advocacy on consumer sentiment. A behavioral experiment tests the hypotheses and provides support for the main conclusions.

Results indicate that issue advocacy can cancel the negative effect of traditional female stereotyping. The results also show that demographics are not necessarily the reason why a person favors or condemns stereotyping and advertising; on the contrary, any reaction is far more linked to personal disposition.

The findings of this research have implications for marketing and advertising practice. While the use of issue advocacy is currently trending up, there is still a lack of understanding about its effect on consumers. Gender stereotyping is also being frequently used, but has caused huge backlashes in recent ad campaigns. Marketing and advertising managers can use insights from this research to shape advertising messages that use these two stimuli in order to enable a brand to better connect with its audience and achieve a more desirable outcome.

The paper contributes to the academic discussion about the effectiveness of using gender stereotyping and issue advocacy to drive advertising outcomes. It challenges the idea that the combination of these two advertising approaches is either detrimental or beneficial to the brand.

The purpose of this research is to inspect the perceptions of MBA students regarding learning through podcasts. The author's goals are to reveal the students' attitudes toward the use of podcasts as a key learning tool in a graduate academic course, to examine the learning efficacy in this mode of learning, to inspect students' opinions regarding flexibility in learning with podcasts and to examine whether there is a different reference to podcasts as a mid-term assignment vs podcasts as a substitute for lectures.

This paper examines the learning attitudes and effectiveness of postgraduate students in business administration toward combining podcasts as an e-Learning tool. This paper also explores the flexibility of this kind of asynchronous learning. Two types of podcasts for two different pedagogical purposes were examined in the study, one as a team mid-term assignment and second as recorded lectures. The main results of this study provide significant evidence that previous experience in listening to podcasts on the Internet has a significant impact on learning effectiveness, student attitudes and learning satisfaction while using this technology. In fact, this study establishes that students that are technologically oriented and have prior experience listening to podcasts learn more in the course, have positive attitudes toward podcast technology as a learning tool, have high learning effectiveness and are satisfied with the flexibility of the asynchronous learning process.

The findings state that both in the mid-term assignment and in the course lessons as students listened to podcasts more frequently and gained experience listening to podcasts on the Internet, the students expressed more positive views toward learning using this technology, the students' learning effectiveness was higher and the students were more satisfied with the flexibility made possible by using this asynchronous technology tool of e-Learning. Moreover, the results of the study clearly indicate a positive correlation between listening to the podcast lessons in the course and the effectiveness of learning both in the mid-term assignment and in classes.

This study has some limitations. First, the findings are limited by the relatively small sample, with graduate students in an MBA program, in a course from the field of technological entrepreneurship. Furthermore, in this study, the students had partial freedom to choose the podcast for the students' mid-term assignment from a specific well-known program in the field of entrepreneurship and were not free to choose podcasts from any site available on the Internet. Although this process guided the students to use podcasts from a quality podcast program, the process also reduced the students' choice to some extent.

Academic institutions must provide the appropriate technological infrastructure for the development, creation and recording of quality podcasts by lecturers for students, in addition to training lecturers to teach through podcasts as an integral part of e-Learning advanced tools. Furthermore, institutions must financially incentivize and educationally encourage lecturers to teach at least some of the content in the course using pre-prepared podcasts.

The author's first suggestion to lecturers that wish to use podcasts as learning resources is to familiarize themselves with the technology and resources available to introduce students to the basics of podcasting and to make the students aware of the podcast's benefits. Second, the study highly recommends to integrate podcasts into the teaching curriculum in academia as early as possible in the basic courses, before the students move on to advanced courses in undergraduate studies. In this way, students in advanced courses can make better use of this technology.

As far as the author knows, this is the first study that combined two types of podcasts used for two complementary pedagogical purposes in an academic course: the first, open and available online podcasts as part of a mid-term assignment and the second type of podcasts that are recorded audio lessons as a complete replacement for course lectures. Additionally, the study sharpens the understanding that students' previous experience with technology is of great importance to learning effectiveness, as well as positive opinions and high learning satisfaction.

This paper aims to offer social marketers an innovative method to promote healthy foods. This method demonstrates the effectiveness of indirect communication in attracting consumers to healthy foods. Further, it aims to offer a way to promote food as healthier with no detrimental effects on its perceived appeal, which are a likely side effect of advertising food as healthy.

Four between-participant lab studies (N = 50, 80, 80, 102) included manipulations of food motion vs stillness and then compared ratings of food freshness, healthiness and appeal using self-report measures.

Motion increases healthiness evaluation. This increase in healthiness evaluation occurs without reductions in food appeal. These effects are mediated by evaluations of freshness. This occurred across three different food types and two mediums (still images and digital videos).

The paper provides an effective tool for social marketers wishing to encourage healthier eating. Specifically, it helps address two problems: low effectiveness of prevalent, information-based appeals to encourage healthy eating; and reduced evaluations of tastiness that normally occur when consumers are convinced food is healthy.

Social marketers can use motion as an effective tool to promote food as healthy. Importantly, this indirect communication avoids the potential pitfall of reduced food appeal. This should help encourage healthier eating. The findings also supports the use of indirect cues as an effective approach to promoting social ends.

Offering a novel, indirect method of enhancing judgments of food healthiness via a simple visual cue. Demonstrating the effect and its underlying mechanism. Providing a way to counter the prevalent “unhealthy = tasty” intuition, a major obstacle to promoting healthy eating. Supporting social marketers’ use of indirect communication to increase the appeal of desirable societal goals. Finally, showing that sensory visual cues can serve as a source of heuristic thinking.

This paper seeks to examine the development of a pilot program for using podcasting as a tool in the provision of information literacy in an academic library. It aims to discuss the implementation process and the issues encountered in developing a podcasting series at the Curtin University Library.

The possibilities for using podcasts to deliver library information literacy in an academic library are discussed in reference to current literature and trends. The method for creating a podcasting series, including the equipment, software, RSS feed, legal issues and cost and staffing implications, is outlined along with the parameters used by the Curtin University Library in the development of a pilot series.

The paper finds that podcasts offer libraries a new method of delivering information literacy to their clients. It is possible to create a podcasting series with minimal expense and the simple production method enables many libraries to take advantage of this new technology. The podcasting series at Curtin has proven to be popular with downloads increasing steadily over the course of the semester. There have been over 9,000 downloads of the audio files to the end of November 2006. By taking advantage of this ubiquitous technology libraries can communicate with their clientele in a new and exciting way.

The paper outlines how to create a podcasting series for information literacy in an academic library environment, and provides recommendations for other libraries wishing to create their own podcasting series.

The outbreak of COVID-19 saw a robust increase in viewership of over-the-top (OTT) media platforms. This study aims to investigate the impact of COVID-19 on OTT platforms in India, as it has led to reshaping consumer content preferences.

The authors have conducted primary research by doing a survey and focus group discussion. The first study has focused on the impact of various factors such as time, content, convenience, satisfaction and work from home (WFH) on OTT platforms during the COVID-19 crisis and the second study has focused on change in behavior of people before and during lockdown using visual representation.

The findings of this study show that lockdown has played a major role in the increase in viewership of OTT platforms, as people working from home are also using OTT platforms more. The average hours spent on OTT have increased from 0–2 to 2–5 h and average spending that users are willing to make on OTT platforms is Rs 100–300 (per month). The satisfaction level of customers is directly related to space to watch with family, time to use OTT platforms, the quality of content on OTT platforms and preference of OTT platform over television. Also, factors such as age group, occupation, city and income groups also determine the usage of the OTT platform.

The main contribution of this paper is to analyze the customer needs that impact their satisfaction level.

The purpose of this paper is to share the experiences of three public libraries near Melbourne, Victoria, Australia of using Web 2.0 tools to reach existing and new users.

Using blogs and other social software and mash‐ups, Casey‐Cardinia Library Corporation, Eastern Regional Libraries and Frankston Library Service are opening up their web sites and services to their communities and giving voice to their users. The various tools are described and how the libraries are making use of them is detailed.

That Web 2.0 tools can be successfully utilised by public libraries to provide enhanced services to their users.

The paper provides practical examples of how Web 2.0 tools can be used by public libraries. It is of particular value to public libraries that are interested in or already providing service to their users using Web 2.0 tools.