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Abstract
The purpose of the present study was to explore the influence of radio listener experiences on radio listening behaviors, consumer perceptions and behaviors, and social media involvement. A national sample of listeners (N = 2,700) from a variety of small, medium, and large designated market areas (N = 9) throughout the United States revealed the presence of parasocial relationships (PSRs) and experiences of parasocial interaction (EPSI) with local and nationally syndicated radio personalities. Both PSRs and EPSI predicted radio listening, positive perceptions about, recall of, and purchasing of the brands, products, and services recommended by listeners’ favorite radio personalities. Results also show that PSRs and EPSI predicted listeners’ involvement with social media platforms.
Notes
[1] Additional information about the demographic characteristics of the sample is available upon request.
[2] Due to the restricted page limitations of CRR, the tables for each analysis cannot be published. Please contact the lead author for copies of these tables.
[3] Each regression analysis controlled for the influence of demographic characteristics including gender, age, racial/ethnic identification, education, and household income. Those cases that contained missing demographic data (n = 205) were excluded from the analyses.