{"title":"Podvertising II: “Just like My Best Friend” – Relationships in Host-read Podcast Advertisements","authors":"Margaret Moe","doi":"10.1080/19376529.2021.1960840","DOIUrl":null,"url":null,"abstract":"ABSTRACT Market research has established that podcast advertising earns high approval ratings from listeners, resulting in positive consumer behaviors; however, limited academic research on this topic exists. This article examines listeners’ attitudes toward podcast advertising and investigates the effect of host-read advertisements. Using both quantitative and qualitative data, the study builds a layered understanding of host-read ads’ impact on listeners. The mechanism of a host-read ad is integral because it accesses the listeners’ relationships with both the host and the podcast team, shaping their estimation of credibility and providing narrative transport.","PeriodicalId":44611,"journal":{"name":"Journal of Radio & Audio Media","volume":null,"pages":null},"PeriodicalIF":1.2000,"publicationDate":"2021-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"11","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Radio & Audio Media","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/19376529.2021.1960840","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 11
Abstract
ABSTRACT Market research has established that podcast advertising earns high approval ratings from listeners, resulting in positive consumer behaviors; however, limited academic research on this topic exists. This article examines listeners’ attitudes toward podcast advertising and investigates the effect of host-read advertisements. Using both quantitative and qualitative data, the study builds a layered understanding of host-read ads’ impact on listeners. The mechanism of a host-read ad is integral because it accesses the listeners’ relationships with both the host and the podcast team, shaping their estimation of credibility and providing narrative transport.
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