Podcast
Podcasts provide regularly published audio content across topics such as news,
knowledge, entertainment, and society. Unlike traditional broadcasting, they are
typically available on demand and are often strongly shaped by individual hosts
and their personalities. Their direct and personal style can create a particularly
close relationship with audiences. Transparency, integrity, and credibility therefore
play an important role in building trust in podcast brands.
Average Category Trust Score
Benevolence
Benevolence represents consumers’ perception of the brand as being ‘responsible and caring despite the vicissitudes of future problematic situations’
Competence
Competence describes the organizational ability to realize promises based on available expertise, skills and leadership.
Commercialism
Commercialism is directed towards the level of and approach on earning money through media products, especially through the integration of advertising.
Consistency
Consistency incorporates the relationship between consumers and a brand that is built on past interactions.
Credibility
Credibility is characterized as the ability to meet a consumer’s expected performance.
Halo
Halo incorporates findings on the importance of mutual influences between content and environment on media perception.
Integrity
Integrity describes the belief that a brand is consistent, honest and responsible
Likeness
Likeness describes the perceived similarity between oneself, a brand and other consumers from this brand.
Transparency
Transparency describes the availability of information on a company’s internal processes and open communication about content production
Relevancy
Relevancy is characterized as the degree to which the brand provides things relevant to consumers’ lives.