ABSTRACT:
In the era of enumerable social media advertising tools, podcasts is one prominent tool that still remains under explored. This paper examines podcasts evolution from a mere audio entertainment to a potent instrument for effective marketing. It focuses particularly on fashion industry and how they can leverage podcasts to enhance customer engagement, customer commitment and customer loyalty, which eventually leads to customer retention. It also underscores how podcasts generate higher ROI compared to visual-dominant platforms like instagram and youtube. The research finds that these two cohort- Gen Z and Millenials, both prefer podcasts to other fleeting social media content, due to how podcasts cultivate trust and authenticity, though their listening habits differ. Additionally, it includes the podcasting approaches of luxury and fast fashion houses. Luxury brands integrate exclusivity and emotional depth whereas the latter integrates sustainability and BTS storytelling. This paper uses Keller’s Customer-Based Brand Equity (CBBE) framework, to understand how variations in podcasting, podcasts formats, and host personalities shape perception..