Work

Boosting brand behavioral intentions via integrated explicit product placements in podcasts

Year: 2024

Type: article

Abstract: Podcasting has become a globally popular media platform, drawing advertisers’ interest due to its highly engaged and loyal audience. To address the limited research on consumer attitudes toward podcast advertisements, we investigate how explicit product placements read by hosts in podcasts influence brand behavioral intentions. Our study involved an online survey among 512 podcast consumers exposed to brand-related content during podcast listening sessions. For data analysis, we employed partial least squares structural equation modeling. Our findings reveal that consumer attitudes toward the podcaster and toward the brand-related content, as well as the listeners’ parasocial relationship with the host, directly impact brand attitude and recall, subsequently influencing brand behavioral intentions.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2024.115129

Authors: Anca-Maria Milovan, Costinel Dobre, Ovidiu‑Ioan Moisescu

Institutions: West University of Timişoara, Babeș-Bolyai University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,820

OpenAlex ID: W4405744738

FWCI: 3.732

Cites: 71

Cited by: 8

Related to: 10