| Abstrakt: |
The engaging and relational nature of podcast listening creates a special media environment for brands. Guided by media context effect perspectives, this study employs a national survey to examine how content engagement, host–audience relationship, and advertising format associate with listeners' brand attitudes, as moderated by advertising receptivity. The findings reveal that content engagement could play both positive and negative roles. The host–audience relationship, including both relational perceptions and actual online interactions, and the host-read advertising format are positive predictors. In addition, advertising receptivity could either enhance or reverse some of the associations. Finally, the identified patterns differ by podcast genre. [ABSTRACT FROM AUTHOR] |
