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28-06-2023 | Empirical article

The effect of subscription relational bond on customer engagement and stickiness in podcast: the moderating role of social connectedness

Authors: Yu-Hsin Chen, Ching-Jui Keng

Published in: Service Business | Issue 3/2023

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Abstract

This study examines how the different subscription relational bonds influence customer engagement and stickiness outcomes in podcasts from a relationship marketing perspective. Via data collected from 300 podcast audiences in Taiwan and employed partial least squares structural equation modeling (PLS-SEM), we examined the hypothesized relationships in the research model. The results showed that two dimensions of social bond (companion and social support) and two dimensions of structural bond (podcaster attractiveness and personalization) are important drivers of customers’ engagement. Furthermore, stickiness is also significantly affected by audience engagement. Lastly, social connectedness significantly moderates the relationship between customer engagement and stickiness.

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Title: The effect of subscription relational bond on customer engagement and stickiness in podcast: the moderating role of social connectedness
Authors: Yu-Hsin Chen
Ching-Jui Keng
Publication date: 28-06-2023
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 3/2023
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-023-00538-8

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