IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v189y2025ics0148296324006337.html
   My bibliography  Save this article

Boosting brand behavioral intentions via integrated explicit product placements in podcasts

Author

Listed:
  • Milovan, Anca-Maria
  • Dobre, Costinel
  • Moisescu, Ovidiu‑Ioan

Abstract

Podcasting has become a globally popular media platform, drawing advertisers’ interest due to its highly engaged and loyal audience. To address the limited research on consumer attitudes toward podcast advertisements, we investigate how explicit product placements read by hosts in podcasts influence brand behavioral intentions. Our study involved an online survey among 512 podcast consumers exposed to brand-related content during podcast listening sessions. For data analysis, we employed partial least squares structural equation modeling. Our findings reveal that consumer attitudes toward the podcaster and toward the brand-related content, as well as the listeners’ parasocial relationship with the host, directly impact brand attitude and recall, subsequently influencing brand behavioral intentions.

Suggested Citation

  • Milovan, Anca-Maria & Dobre, Costinel & Moisescu, Ovidiu‑Ioan, 2025. "Boosting brand behavioral intentions via integrated explicit product placements in podcasts," Journal of Business Research, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:jbrese:v:189:y:2025:i:c:s0148296324006337
    DOI: 10.1016/j.jbusres.2024.115129
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296324006337
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2024.115129?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:189:y:2025:i:c:s0148296324006337. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.