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

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.

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