The Intimacy Factor

How Podcast Parasocial Relationships Shape Advertising

Autores/as

DOI:

https://doi.org/10.14195/2183-6019_18_7

Palabras clave:

Podcast Advertising, Parasocial Relationship, Persuasive Communication, Trust and Credibility, Consumer Behavior

Resumen

In an era where traditional advertising loses credibility, individuals seek to know what their favorite media personas are experiencing. Parasocial relationships thrive in this digital landscape, fostering connections without physical proximity. This phenomenon is notably evident in podcasting, where audiences forge intimate connections with hosts. Having realized this, everyday more marketeers are now choosing this medium to advertise their brands throughout. The influence that parasocial relationships have on podcast ads is a complex interplay where fostering connections and potential consumer manipulation meet. Understanding how and why individuals trust podcast hosts when it comes to their consumer behavior is an advantage point to any brand.

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Publicado

2024-06-28

Número

Núm. 18 (2024): A Afirmação da Publicidade como Indústria Cultural (1860-1960)

Sección

Artigos

Licencia

Derechos de autor 2025 Mediapolis - Journal of Communication, Journalism and Public Space

Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.

Os autores conservam os direitos de autor e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution que permite a partilha do trabalho com reconhecimento da autoria e publicação inicial nesta revista.