Consumer response to podcast advertising: the interactive role of persuasion knowledge and parasocial relationships

Abstract

Purpose The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial relationship, and how this interaction impacts the listeners’ behavioral intentions toward the advertised brand. Design/methodology/approach Using a blended theoretical foundation of Persuasion Knowledge Model and Parasocial Interaction theory, this between subjects’ experimental study examined the effects of a traditional advertisement versus a host-read promotional message for the same brand in a highly rated podcast among listeners who reported varying levels of a parasocial relationship (PSR) with the host. Findings Results from a moderated mediation analysis suggest that a PSR with the podcast host decreased evaluative persuasion knowledge about the promotional message presented, which indirectly enhanced respondents’ intention to seek more information about the promoted brand. Originality/value This study extends the limited research examining the effects of promotional messaging delivered by podcast hosts with whom audiences have a PSR, and how this interaction impacts the listeners’ behavioral intentions. Theoretical contributions and practical implications for podcast marketers are also discussed.

Exploring the Relationship between Consumer Knowledge and Skepticism towards Pro-Environmental Advertising: An Empirical Investigation

“…Persuasion knowledge, referring to consumers' understanding of specific persuasive tactics, has been widely recognised as a critical factor in helping individuals detect and comprehend persuasive attempts in advertising (Jain & Purohit, 2022;Raska et al, 2015;Voorveld et al, 2023). Scholars have also acknowledged that individuals with higher levels of persuasion knowledge are better equipped to evaluate the appropriateness of advertising strategies and tactics compared to those with lower levels of such knowledge (Brinson et al, 2023;Costa Filho et al, 2023;Patwardhan & Patwardhan, 2016). For instance, individuals with higher persuasion knowledge can more effectively identify misleading or manipulative advertising messages and protect themselves against them (Friestad & Wright, 1994;Jain & Purohit, 2022;Li-Shia et al, 2023;Patwardhan & Patwardhan, 2016).…”

“…Research has highlighted the crucial role of agent knowledge in enabling consumers to identify the sponsors behind advertising messages and in understanding their motives (An & Stern, 2011;Matthes et al, 2007;Swaen et al, 2004). Consumers with higher levels of agent knowledge are better equipped to recognise commercial agendas, even when information is presented in non-commercial sources like word of mouth (Bambauer-Sachse & Mangold, 2013;Brinson et al, 2023;Campbell & Kirmani, 2000;Costa Filho et al, 2023). They can also easily decipher a company's motive behind advertising as primarily aimed at increasing sales of their products (An & Stern, 2011;Brinson et al, 2023;Costa Filho et al, 2023;Matthes et al, 2007).…”

“…The PKM explains how consumers use their persuasionrelated knowledge, including persuasion, agent and topic knowledge, to evaluate a persuasive message and decide whether to accept or resist it (Friestad & Wright, 1994;Jain & Purohit, 2022;Voorveld et al, 2023). Research has shown that high levels of persuasion knowledge enable consumers to recognise inappropriate advertising tactics, such as manipulation and deception, and to identify the selling purpose conveyed in advertising (Brinson et al, 2023;Costa Filho et al, 2023;Dahlén, 2005;Jain & Purohit, 2022;Scott et al, 2013). Consequently, consumers with a high level of persuasion knowledge tend to view advertising messages with skepticism, especially regarding advertisers' motives and the trustworthiness of the message (Brinson et al, 2023;Costa Filho et al, 2023;Li-Shia et al, 2023).…”