Behind the MIC: Exploring the Impact of Influencer Podcasts on Consumer Perception

This study employs the Elaboration Likelihood Model (ELM) and Social Identity Theory (SIT) to formulate a model to elucidate the influence of stimulus factors within the influencer podcast advertisement environment on customer perceptions, ultimately impacting viewers’ purchasing behaviour. The study surveyed 365 individuals engaged in podcast-streaming purchasing using an online questionnaire and SmartPLS 4.0, for data validation, empirical evaluation, and hypothesis testing. The study findings reveal positive interactions between influencers and viewers. Podcasters’ information and likability substantially have an effect on customer perceptions of podcasts and recommended manufacturers, mainly for product purchases. This takes a look at underscores the pivotal function of content credibility and interactive, considerate content curation, appearing as mediators inside the podcast shopping procedure. These insights can make contributions to refining podcast purchasing practices, improving consumer engagement, and fostering effective social media structures and content material. Introducing new variables within the ELM and SIT frameworks, this research advances expertise in influencer-led podcasts, especially as “E-commerce Podcasts” evolve, highlighting the digital transformation in digital marketing and emphasising purchaser shopping for transaction fulfilment.