Echoes in the Mind: How Podcasts Shape Cognitive Engagement and Message Retention in Campaign Messaging

The rapid proliferation and unique characteristics of podcast consumption present a significant, yet underexplored, channel for marketing and campaign messaging. Unlike traditional linear audio (radio) or visually rich media, podcasts are often consumed actively, intimately, and on demand, frequently while listeners are engaged in other tasks. This paper theoretically examines how the distinct affordances of the podcast medium – including narrative structure, the host-listener relationship, and the audio-only modality – influence listeners’ cognitive engagement and subsequent message retention. Drawing upon theories of media processing (e.g., Elaboration Likelihood Model, Limited Capacity Model of Mediated Message Processing), narrative transportation, and source effects, we propose a conceptual framework. This framework explicates the pathways through which podcast characteristics can foster deeper cognitive processing (such as enhanced attention, elaboration, and mental imagery) compared to other media, potentially leading to increased message retention and impact. We outline a proposed empirical research design to test these propositions and discuss anticipated findings. The paper identifies key theoretical and practical implications for marketers seeking to leverage podcasts, highlighting the need for tailored content strategies. We conclude by outlining several promising avenues for future research to empirically validate and extend this framework.