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Listen as much as you want: the antecedents of the engagement of podcast consumers

Author

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  • Simoni F. Rohden
  • Gabriel Tassinari
  • Carla Freitas Netto

Abstract

Podcasts are becoming popular with internet users and are used by brands as part of their digital marketing strategy. The aim of the paper is to understand which variables influence the engagement of consumers and result in financial support for podcasts. With a focus group followed by a survey involving 274 Brazilian listeners who financially support podcasts, it was possible to confirm that the benefits perceived by these listeners play a significant role in their engagement with this medium. Feelings of gratitude and connection with the brand also had a positive impact on engagement, therefore confirming the literature and the focus group analysis. Contrary to the literature, however, feelings of indebtedness were not significant in the model. The main contribution of the paper is that it sheds light on why people financially support podcasts, even though the content is available for free.

Suggested Citation

  • Simoni F. Rohden & Gabriel Tassinari & Carla Freitas Netto, 2023. "Listen as much as you want: the antecedents of the engagement of podcast consumers," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 18(1), pages 82-97.
    • Handle: RePEc:ids:ijimad:v:18:y:2023:i:1:p:82-97
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    Cited by:

    1. Edgar Romero-Jara & Francesc Solanellas & Joshua Muñoz & Samuel López-Carril, 2023. "Connecting with fans in the digital age: an exploratory and comparative analysis of social media management in top football clubs," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.

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