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

Yu-Hsin Chen () and Ching-Jui Keng ()
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Yu-Hsin Chen: National Kaohsiung University of Science and Technology
Ching-Jui Keng: National Taipei University of Technology

Service Business, 2023, vol. 17, issue 3, No 4, 723-745

Abstract: 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.

Keywords: Relational bonds; Social connectedness; Customer engagement; Subscription service; Podcast (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11628-023-00538-8

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