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

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/m...

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Bibliographic Details
Published in:The Journal of consumer marketing 2023-11, Vol.40 (7), p.971-982
Main Authors: Brinson, Nancy H., Lemon, Laura L., Bender, Coral, Graham, Annika Fetzer
Format: Article
Language:English
Subjects:
Advertising
Attitudes
Audiences
Consumer attitudes
Consumer behavior
Consumers
Credibility
Digital broadcasting
Digital marketing
Investigations
Knowledge
Perceptions
Podcasts
Purchase intention
Social networks
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