What is it about?
We examine the impact of explicit product placements read by podcast hosts on brand recall and brand attitude, as well as their subsequent influence on brand-related behavioral intentions. 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.
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Why is it important?
Podcasting has become a globally popular media platform, drawing advertisers’ interest due to its highly engaged and loyal audience. However, there is limited research on consumer attitudes toward podcast advertisements.
Perspectives
By focusing on the rapidly growing podcast medium, this study addresses a critical gap in advertising research, offering insights into how emerging marketing strategies shape consumer perceptions and decision-making processes.
Ovidiu I. Moisescu
Read the Original
This page is a summary of: Boosting brand behavioral intentions via integrated explicit product placements in podcasts, Journal of Business Research, February 2025, Elsevier,
DOI: 10.1016/j.jbusres.2024.115129.
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