{"title":"播客II：“就像我最好的朋友一样”——主持人阅读播客广告中的关系","authors":"Margaret Moe","doi":"10.1080/19376529.2021.1960840","DOIUrl":null,"url":null,"abstract":"ABSTRACT Market research has established that podcast advertising earns high approval ratings from listeners, resulting in positive consumer behaviors; however, limited academic research on this topic exists. This article examines listeners’ attitudes toward podcast advertising and investigates the effect of host-read advertisements. Using both quantitative and qualitative data, the study builds a layered understanding of host-read ads’ impact on listeners. The mechanism of a host-read ad is integral because it accesses the listeners’ relationships with both the host and the podcast team, shaping their estimation of credibility and providing narrative transport.","PeriodicalId":44611,"journal":{"name":"Journal of Radio & Audio Media","volume":null,"pages":null},"PeriodicalIF":1.2000,"publicationDate":"2021-09-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"11","resultStr":"{\"title\":\"Podvertising II: “Just like My Best Friend” – Relationships in Host-read Podcast Advertisements\",\"authors\":\"Margaret Moe\",\"doi\":\"10.1080/19376529.2021.1960840\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT Market research has established that podcast advertising earns high approval ratings from listeners, resulting in positive consumer behaviors; however, limited academic research on this topic exists. This article examines listeners’ attitudes toward podcast advertising and investigates the effect of host-read advertisements. Using both quantitative and qualitative data, the study builds a layered understanding of host-read ads’ impact on listeners. The mechanism of a host-read ad is integral because it accesses the listeners’ relationships with both the host and the podcast team, shaping their estimation of credibility and providing narrative transport.\",\"PeriodicalId\":44611,\"journal\":{\"name\":\"Journal of Radio & Audio Media\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.2000,\"publicationDate\":\"2021-09-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"11\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Radio & Audio Media\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/19376529.2021.1960840\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Radio & Audio Media","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/19376529.2021.1960840","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMMUNICATION","Score":null,"Total":0}
Podvertising II: “Just like My Best Friend” – Relationships in Host-read Podcast Advertisements
ABSTRACT Market research has established that podcast advertising earns high approval ratings from listeners, resulting in positive consumer behaviors; however, limited academic research on this topic exists. This article examines listeners’ attitudes toward podcast advertising and investigates the effect of host-read advertisements. Using both quantitative and qualitative data, the study builds a layered understanding of host-read ads’ impact on listeners. The mechanism of a host-read ad is integral because it accesses the listeners’ relationships with both the host and the podcast team, shaping their estimation of credibility and providing narrative transport.
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