“… And Please Visit Our Facebook Page, Too!” How Radio Presenter Personalities Influence Listeners’ Interactions With Radio Stations

Spangardt, Benedikt; Ruth, Nicolas; Schramm, Holger

doi:10.1080/19376529.2016.1155710

Cited by 18 publications

(16 citation statements)

References 46 publications

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“…The audience liked promotion content most because of their relationship with the radio presenters. According to Spangardt et al (2016), radio personalities are important to music radio stations as they influence how and to what extent the listeners want to interact. On the other hand, it seems that radio stations listeners prefer to simply read the news and not interact or engage in a discussion (Pletikosa et al, 2013).…”

Section: Discussionmentioning

confidence: 99%

“…Finally, the extent to which radio broadcasters influence the degree of off-air contact or interaction between music radio stations and their listeners was studied in Germany. The results showed that the bond between a radio station and its listeners is not only determined by the frequency and duration of the listeners tuning into the station, but also by the number of listeners active participation off air (Spangardt, Ruth, & Schramm, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Radio Stations and Audience Communication: Social Media Utilization and Listeners Interaction

Pilitsidou

Tsigilis

Kalliris

2019

ISS

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The purpose of the study was to explore how Greek radio stations utilize social media and Facebook in particular, and to look into factors that influence interaction with their audience. Twenty radio stations broadcasting from the two largest cities in Greece were selected according to their radio profile and number of followers. The duration of the study was two weeks, weekends included, with one month time lag between them. Results showed that the type of content seems to influence audience’s participation. Listeners had higher participation when they were reading information with content of their favourite radio broadcasting. Moreover, it was noticed that a specific time of the day might facilitate communication between radio stations and their listeners. Interaction patterns differ in relation to radio profile and radio stations broadcasting location. This paper represents a first attempt to investigate the ways Greek radio stations utilize social media to accomplish higher participation levels. An interaction index was introduced and used in order to better reflect radio station audience interaction. Given the relatively short observation period present these findings should be considered preliminary and exploratory. Longer data collection period combined with alternative social media such as Twitter, can provide a deeper understanding of the topic. Radio stations can utilize the present findings to develop a more effective strategy communication through social media.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Radio Stations and Audience Communication: Social Media Utilization and Listeners Interaction

Pilitsidou

Tsigilis

Kalliris

2019

ISS

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“…Moreover, listeners tune in to specific radio hosts because they reinforce their beliefs and attitudes and have greater influence as opinion leaders than collaborators. For many listeners, the voices of their preferred programmes’ presenters become familiar, and listening to them is part of their everyday routine (Spangardt et al, 2016). It is thus important to determine whether endorsements are voiced by the radio hosts themselves or by another person taking part in the programme as a collaborator or other news commentator (Buchholz and Smith, 1991).…”

Section: Research Questionsmentioning

confidence: 99%

“…Although the person used in the advertising message is one of the main indicators of the endorser’s involvement, the endorser’s appeal to the listener to act in a certain way is also an indicator. For Spangardt et al (2016), the primary function of a radio presenter is to create bonds between radio stations and their listeners, to which end they often address the audience directly, creating the conditions for parasocial dialogue, interactions and relationships between the presenters and their listeners. Personality endorsements are more likely to incite participants to take action (All Access, 2014), for example, if imperatives are used in the call to action at the end of the message (McCracken, 1989; Seno and Lukas, 2007).…”

Section: Research Questionsmentioning

confidence: 99%

“…Personality endorsements are more likely to incite participants to take action (All Access, 2014), for example, if imperatives are used in the call to action at the end of the message (McCracken, 1989; Seno and Lukas, 2007). In this regard, conative parasocial interaction is related to a specific media personality in a specific situation (Spangardt et al, 2016). The level of involvement will be reflected in the number of times the brand or product name is mentioned, which, in turn, will depend on the length of the endorsement.…”

Section: Research Questionsmentioning

confidence: 99%

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Journalists as radio advertising endorsers in news or talk radio stations

2018

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This exploratory investigation studies the presence of journalists as advertising endorsers in news or talk radio stations when a mention or testimonial is embedded within programme, the characteristics of these advertisements, and the degree of their involvement with the message and the product and brand. The research analysed all programming contents from a sample of national stations, focusing on type, subject and length of endorsement, role of endorser, and frequency of brand mention and call to action. The results show that many cases do not respect the codes of conduct of the sector and bypass the distinction between editorial and commercial contents.

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Radio Research Methods

Schramm¹

2017

The International Encyclopedia of Communication Research Methods

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Research on radio uses standard methods like content analyses, surveys, and experimental reception studies as well as radio‐specific methods like observations by portable electronic devices and—most important—different forms of music testing research, mainly callouts and audience tests. Most commercial and public service broadcasting stations consider results from this music research to be the most important source to create their daily music program. However, from a methodological point of view, this research can be criticized in terms of validity.

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“… And Please Visit Our Facebook Page, Too!” How Radio Presenter Personalities Influence Listeners’ Interactions With Radio Stations

Cited by 18 publications

References 46 publications

Radio Stations and Audience Communication: Social Media Utilization and Listeners Interaction

Radio Stations and Audience Communication: Social Media Utilization and Listeners Interaction

Journalists as radio advertising endorsers in news or talk radio stations

Radio Research Methods

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