INTRODUCTION:

As we delve into podcasting. We need to understand how it came into being. The word podcasting was devised by amalgamating “iPod,” then Apple’s newly released MP3 device, with “broadcasting,” on which the first podcasts was aired in a traditional radio programming. This was done in 2004 and the credit goes to journalist Ben Hammersley (McGregor, 2022)¹.

But the global embrace of podcasts did not transpire until ‘second age of podcasting’ (Bonini, 2015)² which was from 2012. As of 2023, there are 464 million podcasts listeners (Craft, 2025)³.

The emergence of podcasts has made it a frontier in media domain (Aufderheide et al., 2020)⁴. Speaking on the role of podcasts as a marketing tool, Podcasts deliver up to 4.9 times ROI compared to other social media tools (Turner, 2021)⁵. This has prompted the business houses to invest more heavily in podcasting as it has become a prominent tool in engaging customers and eliciting purchase intentions (Lee and Ostler, 2024)⁶. The increased brand preference through podcasting is due to the fact that this medium carries a sense of trust, legitimacy and it blends rich vocabulary, emotional shading, and dynamic sentence structures to create a more captivating delivery (Reddy et al., 2021)⁷. This altogether has led to a veer in customer’s proclivity towards this medium, as adverting in podcasting feels less disruptive and blends into the podcast content.

Podcasts get more fascinating as we rummage further. The key to a lucrative podcast is to comprehend what format caters to your audience the best (Breitman, 2025)⁸. Each format has its level of triumph, as announcer read ads excel in industry like finance and hosts read ads excel in health and wellness industry. Hence, as mentioned earlier the success of podcast advertising is about matching the style of delivery with expectation of audience (Veritonic, 2021)⁹. At the end of the day, what every company strives for is customer engagement and the avenue to be taken to accomplish this. With the help of message strategies, brands attempt to enlarge their consumer engagement by devising content (Harmeling et al., 2016)¹⁰. But the question arises what are the elements to be considered when measuring consumer engagement. Research in social media marketing elucidates that customer engagement is not a superficial metric but a layered process involving cognitive, emotional, and behavioural elements (Ma et al., 2022)¹¹. After customer engagement comes brand loyalty, this is a comprehensive process which could be understood by, a positive interaction on social media solidifies customer engagement, which turns into brand loyalty (Aggarwal and Chauhan, 2023)¹².

Speaking of brand loyalty, the success of advertising ultimately depends on the degree to which customers remain committed to a brand. The term brand loyalty was introduced in the 1950s. Loyalty is a component that is measurable for finical performance. Both loyalty and satisfaction, these are not just merely attitudinal but are strategic points that contribute directly towards financial outcomes (Mittal et al., 2023)¹³. Loyalty and satisfaction are not the only factors, in fact customer loyalty is a multi-faceted dimension that is challenging to fully wrap one’s head around. For now, to name few other factors, service/product quality, brand experience, brand image, public self-consciousness enhance brand loyalty (Abdullah Al Masud et al., 2024)¹⁴. There is also a fine difference between affective commitment, driven by emotional bonds, and continuance commitment, grounded in rational calculation, both of which contribute to consumer loyalty in service contexts (Fullerton, 2003)¹⁵. Business must design advertising that not only captures attention but also cultivate consumer commitment.

Hence, this study will cover the growing significance of podcast as a marketing tool and how business houses in fashion sector can leverage podcasts to enhance their ROI. Since, podcasts advertising excels in brand recognition and it results in high aided recall rates and double digit increase in brand awareness (Nielsen, 2023)¹⁶. This attempt will underscore how numerous podcasts advertising format shape consumer engagement and strengthen brand loyalty, using Keller’s Customer-Based Brand Equity model.

LITERATURE REVIEW:

A. Strategic Audio Advertising:

· (Ebrahimi et al., 2018)¹⁷: The paper looks at ways to assess the quality of audio ads in streaming platforms by introducing Long Click Rate (LCR), as an indicator of user engagement. It shows how features of sound, such as rhythm, harmony, and timbre affect how effective an ad feels. Their deep learning model, trained on raw audio, shows better results than traditional approaches, making it a significant step towards large-scale ad quality prediction.

· (Xu et al., 2018)¹⁸: This study analyses 121 audio ads to see how specific features influence listener reactions. Using survey data with regression and cluster analysis, it links ad attributes to buying intent, recommendations, and enjoyment, showing how audio design drives consumer engagement.

B. Consumer Behaviour

· (Mukhtar et al., 2023)¹⁹: This study examines consumer responses to digital marketing strategies such as SEO, social media, email, and mobile marketing. Using surveys and interviews with 200 participants, it finds that peer influence, social media, and rewards strongly shape buying behaviour. The results highlight personalization and interaction as essential for long-term customer loyalty.

· (Sharief and Anupama Panghal, 2023)²⁰: This research examines how Indian consumers respond to sustainability-labelled food products, considering income as a moderating factor. Based on survey data from 498 participants, it shows that awareness, environmental concern, moral obligation, norms, and purchase intention strongly influence buying behaviour. The study, grounded in Ajzen’s theory of planned behaviour, provides insights for policymakers and the food industry to encourage sustainable consumption.

C. Strategic Branding

· (Gul et al., 2021)²¹: This study shows how market orientation helps firms truly understand their customers and respond in meaningful ways. It points out that positioning strategies link market insights to building a strong and distinctive brand. By Integrating market orientation with strategic positioning enables firms to boost product quality, encourage innovation, and deliver improved customer experiences. Grasping these approaches helps managers build stronger brands and stay competitive over the long term.

· (Högström et al., 2015)²²: This study highlights the complex and sometimes contradictory nature of branding, proposing three strategies brand management archetypes to navigate the challenges. It shows that firms can adopt, switch, or balance archetypes to optimize outcomes. Understanding these strategies helps managers effectively create value and manage branding paradoxes.

D. Brand Commitment:

· (Das et al., 2019)²³: This study examines how perceived brand ethicality influences brand passion and commitment, revealing a mediated-moderation effect where passion eliminates the direct moderating role of ethicality, while also showing its dampening influence.

· (Liang, 2021)²⁴: This study shows that satisfaction and trust mainly strengthen attitudinal loyalty, while experience and commitment more strongly drive behavioural loyalty, with overall effects being partly mediated; emphasizing commitment as the most consistent predictor of brand loyalty.

Understanding podcast advertising: the need for more research by (Taylor, 2024)²⁵ insinuates how podcasts entails more findings and conclusions. Though there has been enumerable research on podcasts in fashion sector such as the work by (Hiljding and Gárgoles, 2021)²⁶. Various other papers also dug into the advertising effectiveness of podcasts, host influence and purchase influence of podcasts. But there has been no work under different hosts profile such as celebrity vs. insider vs. influencer. There has also been no comparison between the degree of effectiveness of podcasts as a marketing tool and other social media tools like instagram, YouTube and X. There’s also been little focus on how different podcast content, like trend updates, behind-the-scenes stories, or designer interviews, can build brand equity when viewed through models like Keller’s CBBE. Besides there has been close to none research on fashion podcasts and exposure to real world behaviours such as brand loyalty amongst generation Z and millennial of urban Bangalore.

RESEARCH OBJECTIVES:

a) To investigate how fashion houses can effectively use podcasts as a marketing tool compared to other social media platforms.

b) To assess the role of the podcast content in shaping the consumer engagement and strengthen brand loyalty.

c) To investigate the impact of exposure to fashion podcasts influences specific consumer behaviours.

RESEARCH METHODOLOGY:

This study employs conceptual research approach. The data is elicited primarily from existing literature, vizz, industry reports, research papers and articles. We consolidated existing findings to build a comprehensive framework that explains the relationship between podcasts, consumer behaviour, and brand strategy. The paper relies on credible secondary sources and has interpreted the findings of existing literature to deduce the essence of podcasts in fashion industry.

DISCUSSION:

Consumers have enumerable motives, be it social, entertainment, or information, which propels them to engross in media platforms (Pelletier et al., 2020)²⁷. This paper lays emphasis on one particular social media tool that is podcasts. The evolution of podcasts is fascinating compared to other social media tools because of its lack of visionary factor; and enhanced role in marketing at the same time. Recent study by Acast alludes that podcasts has become an effective channel and around 98% (DTC) direct-to-consumer brands leverage it to reach consumers (Acast Team, 2024)²⁸. Though the prominence of podcast is enlarging, the research on this as a medium still remains limited unlike that of instagram, X and YouTube that have extensive research. This has left a gap in comprehending how podcasts functions and how it can be leveraged.

Building on Acast findings, podcasts results in greater advantage over other social media tools in context of attention, trust and engagement. Instagram and YouTube flourish through short form interactions whereas, podcasts forge long term engagement and para social relationships with host (Perks and Turner, 2019)²⁹. As already mentioned, podcasts outperform other social media tools in terms of trust and engagement, but this engagement can only be amplified when integrated with an omnichannel. Fashion brands should covey their storytelling via podcast but they should later reinforce visual campaigns on instagram and YouTube. This heightens message recall and increases brand effectiveness (Quinn, 2023)³⁰.

This paper underscores the imperativeness of podcasts and its advantage of persuasive delivery style, which withdraws an organic reach in contrast to other social media tools that struggle with ads fatigue. Though the interaction in podcasts as a platform is lesser compared to that of YouTube and Instagram, but podcast outshines in terms of effective reach and generates higher advertisement recall rates as proven in (Podcasts News Daily, 2025)³¹. Building on the evidence of podcast effectiveness, industry data highlights the rapid growth of the medium itself. Nielsen’s Podcasting Today report revealed a 40% increase in podcast audiences within three years, accompanied by a near 200% surge in podcast titles and episodes (Maske, 2022)³².

The trust in hosts extends to brand loyalty, this strengthens consumer-brand relationship over time. By integrating intimacy, authenticity, and storytelling, brands not only reach larger audience but foster strong loyalty (Narin, 2024)³³. Host read ads have better outcome than pre-recorded ones, this stems from intimacy of where the host’s voice becomes a familiar companion, often consumed in private, immersive settings such as commuting, exercising, or doing household chores. Host read ads blend seamlessly into the content which makes it less intrusive, this coupled with host’s credibility makes podcasts a strategic tool for driving brand loyalty and solidifying customer-brand relationship (ARTHI K and Mrs. P. Varshini., 2025)³⁴.

With the focus on fashion, it is a must to consider the intrinsic features that define it. Identity, self-expression, and aspirational lifestyles and so on and so forth. These areas entail a sturdy para-social relationship with the host. Extending this further, findings in the International Journal of Financial Management and Research (2025) generated generational insights and found that nearly 48% of Gen Z and millennial consumers prefer podcasts over other forms of media, with approximately 70% perceiving podcast hosts as “friends.”

Gen Z and millennial depict stark difference in their podcasts preference. Gen z is inclined towards podcasters who are authentic, quirky and relatable; these podcasters can be categorized as micro-influencers and despite their ardent advocacy for sustainability, they perpetuate to engross in fast fashion (Stack Influence, 2025)³⁵. Whereas, Millennial’s prefer transparency more than anything, they commit to brands that reflect their personal values and the brands that carry out social responsibility (Ekholm, 2021)³⁶. This engagement is also influenced by motives such as entertainment and relaxation with other primary reasons (Goldman, 2023)³⁷. Beyond this, Podcasts also leads towards personal growth and formation of social identity (Azhari Putri Aulia et al., 2025)³⁸. Talking about other element that engages customers is para-social interaction (Brinson et al., 2023)³⁹.

So this study suggests the styles that resonates best with customers in fashion context. Firstly, when brand weaves cultural context into story-telling, this not only adds depth but also makes it captivating as it goes beyond surface level-trends (Simpson, 2020)⁴⁰. Secondly, todays demography who is vehemently into fashion value credibility, authenticity and transparency. They prefer unfiltered podcasting style to sifted styles (Manian and Jackson, 2021)⁴¹. Thirdly, authenticity and vulnerability are crucial for luxurious brands as their focal is emotional resonance and aspirational identity. Hence, fashion podcasts cannot revolve around one single style but rather target three overlapping styles; narrative storytelling, intimate conversations, and insider authenticity. Podcasting is already a long-term strategy and luxury fashion houses are committing to it rather than treating it as a fleeting trend. The evidence was set forth in a study by (Gárgoles and Isabel García Hiljding, 2023)⁴². The study reveals brands such as Hermes, Gucci, Chanel, and Dior incorporated podcasts pre and post pandemic. Fast fashion brands have a different approach to podcasts than that of luxury brands. Where luxury brands accentuate on cultivating exclusivity, HandM and Zara use it as a content marketing extension. They encompass topics such as sustainability initiatives, seasonal collections and behind the scenes (Team, 2021)⁴³.

The future of podcasts is anticipated to integrate AI-driven tools that can facilitate personalization and podcast advertising market is expected to exceed $5 billion by 2027 (PwC, 2025)⁴⁴. There has been close to no significant research on how such technological advancements will evolve podcasts marketing into and how it will impact consumer trust and para social relationship. Existing literature has focused primarily on current audience engagement and brand outcomes, but there is limited empirical research on whether automation and commercialization may erode authenticity, especially in sensitive industries like fashion where credibility and identity play defining roles. Future studies should therefore examine the balance between data-driven personalization and the maintenance of organic host–listener intimacy, as well as how these shifts may differentially affect luxury versus fast fashion brand strategies.

CONCLUSION AND IMPLICATION:

The study establishes how podcasts have transcended from mere audio entertainment to strategic medium for fashion marketing. Podcasts foster intimacy and authenticity which differentiates them from platforms such as instagram or youtube. This study suggests that fashion brands must tailor their podcast strategies not just by content type but also by host profile and tone of delivery. Podcasts provide brands with measurable engagement data such as listener retention, episode completion, and ad recall, which can inform content strategy and campaign effectiveness. The distinct storytelling strengthens brand identity and creates a memorable consumer experience, and differentiates the brand in a crowded market. This form of experiential branding allows consumers to internalize the brand’s personality, values, and cultural positioning over time, fostering a sense of belonging and personal connection. Moreover, through episodic content, podcasts can maintain a sustained presence in consumers’ daily lives, subtly reinforcing brand narratives while influencing purchase behaviour and loyalty. This study underscores how podcasts should integrate an omnichannel strategy, where audio narratives are reinforced through visual and social campaigns, this amplifies the message retention, brand recall, and overall marketing effectiveness. This study also gives generational insights, Gen Z favors authentic, relatable micro-influencers, while Millennials engage more with transparent, socially responsible messaging. Host selection plays a critical role in cultivating parasocial relationships, which strengthen consumer loyalty and brand trust.

Future research could explore several dimensions to deepen understanding of podcasts as a marketing tool in the fashion industry. As AI-driven personalization becomes more prevalent, studies might examine its impact on perceived authenticity, listener trust and long term engagement. While also identifying strategies to preserve human connection in increasingly automated environments.

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Received on 05.11.2025 Revised on 20.12.2025

Accepted on 25.01.2026 Published on 11.05.2026

Available online from May 14, 2026

Asian Journal of Management. 2026;17(2):161-166.

DOI: 10.52711/2321-5763.2026.00025

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.