Utilising podcast digital content marketing to influence consumer purchasing behaviour on e-commerce platform: A study on social presence and media richness theories

Many e-commerce platforms have begun adapting their content management strategies to accommodate the growing popularity of podcasts and attract consumers’ attention. Despite its role in facilitating e-commerce brands to develop their identity and establish field expertise and attracting new consumers from diverse backgrounds, podcasting remains an underused area in the saturated landscape of digital marketing. Hence, this study aims to integrate social presence theory (SPT) and media richness theory (MRT) via grey multiple attribute decision-making (G-MADM) methods to examine the impact of incorporating podcast digital content marketing (DCM) into e-commerce platforms on consumer purchasing behaviour. The current work selected e-commerce platforms in Taiwan, with 656 and 657 valid responses gathered for Study 1 and Study 2, respectively. In examining podcast DCM strategies, causal relationships were determined using grey decision-making and trial evaluation laboratory (G-DEMATEL), while the influence weights of evaluation factors were established using grey DEMATEL-based on analytic network process (G-DANP). The study concludes with the research findings and recommendations. Based on Study 1 (SPT perspective), sense of identity (I) and perceived presence (P) and emotional presence (E) were the key factors requiring improvement. The variety of language (L), immediate feedback (S), and personalisation (H) were the key factors requiring improvement in Study 2 (MRT perspective). Apart from contributing to refining and enriching DCM and sales strategy planning for e-commerce platforms, these findings can facilitate e-commerce platforms to incorporate podcast experiences, improve their DCM strategies, and increase consumer repurchase intent.