The engaging and relational nature of podcast listening creates a special media environment for advertisers. Guided by the perspective that media context could affect the effectiveness of the embedded advertising, this study examined the effects of content engagement, host-audience relationship, and advertising format on consumers’ brand attitudes. It also explored the moderation role of advertising receptivity in these relationships. The findings revealed that host-audience relationship, including both relational perceptions and online interactions, and advertising format were significant predictors of brand attitudes. Advertising receptivity only moderated the effect of one relationship indicator, reading hosts’ posts on social media, on brand attitudes.
Author(s): Rang Wang, University of Florida; Sylvia Chan-Olmsted, University of Florida
Friday March 27, 2020 10:30am - 12:00pm CDT
Riviera Room
