Co-creating brand meaning in influencer-led podcasts : exploring the triadic relationship of brands, influencers and consumers

Abstract

The world of podcasts is a dynamic space that fosters unique relationships between brands, influencers, and consumers. Today, podcasting is one of the fastest-growing media formats both globally and in Finland. As the landscape of podcasts expands, it offers new opportunities for branding.

Driven by the emergence of digitalized media, brands are increasingly seen in light of collaborative activities of various stakeholders. Moreover, brand meaning is a multi-dimensional concept reflecting an individual’s subjective perception of a given brand, evolving through diverse brand encounters. Influencer marketing is a prime example of a contemporary strategy where brands collaborate with influential individuals to create branded content aimed for targeted audiences, aiming to generate favourable brand outcomes.

As brand encounters continue to diversify, there is a growing need to understand how brand meaning is co-created in emerging contexts such as podcasts. Accordingly, the purpose of this master’s thesis is to create a broader understanding of the co-creation of brand meaning within the podcast arena through the triadic relationship between a brand, influencer, and consumer.

This study was conducted using qualitative research methods. Through semi-structured interviews and thematic analysis, five unique characteristics of the podcast arena were identified, including contextuality, long-form content, engaging nature, meaningful storytelling, and participatory elements. Each of these features enables co-creative dynamics among the actors, ultimately facilitating the generation of brand meaning. The findings further suggest that brands and influencers can in fact shape the meanings individuals’ associate with brands through branded content.

This thesis contributes to marketing research by illustrating the niche phenomenon of co-creating brand meaning within the emerging context of podcasts. The triadic approach provides valuable insights into the dynamics among the actors involved in shaping brand meaning through influencer marketing. Thus, the findings offer practical guidance for brands and podcast influencers seeking to create meaningful consumer encounters through branded content. Ultimately, this thesis highlights the unique characteristics of the podcast arena, encouraging both brands and influencers to harness its full potential.