Podcasting as Advertising Channel: Understanding the Context Effect

ABSTRACT

The engaging and relational nature of podcast listening creates a special media environment for brands. Guided by media context effect perspectives, this study employs a national survey to examine how content engagement, host–audience relationship, and advertising format associate with listeners’ brand attitudes, as moderated by advertising receptivity. The findings reveal that content engagement could play both positive and negative roles. The host–audience relationship, including both relational perceptions and actual online interactions, and the host-read advertising format are positive predictors. In addition, advertising receptivity could either enhance or reverse some of the associations. Finally, the identified patterns differ by podcast genre.

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This study was supported by the University of Florida.

Notes on contributors

Rang Wang

Rang Wang is an assistant professor at the Huazhong University of Science and Technology, China. She received her doctorate from the University of Florida. Her research interests focus on how brands engage with consumers through technology, branded content, and social media influencers. She has conducted both academic and industrial research.

Sylvia Chan-Olmsted

Sylvia Chan-Olmsted is a professor in the College of Journalism and Communications at University of Florida. She received her doctorate from Michigan State University. Her research expertise includes digital/mobile media consumption, branding, and strategic competition in emerging media/communications industries. She has conducted consumer research and consulted for Google, Nielsen, National Association of Broadcasters, the Cable Center, and the Center for International Business Education and Research.