Role of Host-Read Podcast Ads in Enhancing Perceived Trust and Brand Engagement: An applied study based on Brand attachment theory

Abdel Hamid, Mennah Allah Mohamed Abdel Hamid

doi:10.21608/jsb.2025.378073.1911

Role of Host-Read Podcast Ads in Enhancing Perceived Trust and Brand Engagement: An applied study based on Brand attachment theory

Document Type : Original Article

Author

Mennah Allah Mohamed Abdel Hamid Abdel Hamid

Department of marketing communications, Faculty of Mass Communication, Ain Shams university

10.21608/jsb.2025.378073.1911

Abstract

This study explored the role of host-read podcast advertisements in building perceived trust and enhancing brand engagement, given the increasing use of podcasts as a digital marketing tool. It focused on how the host’s delivery style, tone of voice, and personal storytelling influence listeners’ trust and emotional connection with brands.
A mixed-methods approach was adopted, combining content analysis of ads from ten popular Egyptian podcasts, an online survey of 200 regular listeners, and three focus group discussions with 30 participants. The study was theoretically based on Brand Attachment Theory, Perceived Trust, and Reliance on Auditory Cues.
Findings showed that ads delivered in a spontaneous and natural style by the host within the episode context achieved higher trust and engagement levels. This effect was especially strong when the host shared personal experiences related to the advertised product or service. The results also indicated age-based differences in audience responses: younger listeners engaged more with personalized ads, while older audiences favoured ads emphasizing credibility and long-term experience.
The study concluded that integrating advertisements smoothly within podcast content and avoiding traditional, intrusive advertising methods are key to maximizing their effectiveness and positive audience response.

Keywords

Main Subjects

Advertising

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