Podcast Away: How podcaster’s self-disclosure enhances the reaction of listeners experiencing loneliness via parasocial relationships

The consumption of podcasts is on the rise. At the same time, the phenomenon of loneliness is increasingly attracting attention as major relevant societal issue. As people may seek social comfort and connections through media figures, those two phenomena may have a common ground. Taking cues from previous literature about loneliness in consumption and media consumption, we studied the phenomenon of loneliness and podcast consumption through an experimental study. Results show that consumers that listen to podcasts in which the podcaster engages (vs. not engages) in self-disclosure are more likely to develop a positive attitude towards the podcast and are more willing to listen to future content. Furthermore, this effect is mediated by the perception of a parasocial relationship with the podcaster. Finally, the effect of podcasters’ self-disclosure on consumers’ perception of a parasocial relationships is greater for people experiencing loneliness.