The Impact of Podcasts on Saudi Brand Awareness: A Descriptive Survey Study on a Sample of Saudi Consumers

Abstract

As podcasts increasingly serve as a flexible and specialized digital audio medium, there is a growing need to understand their role in building awareness of local brands; yet Arab and Saudi studies addressing this topic remain scarce. This study aimed to measure the impact of podcast listening on Saudi consumers' awareness of Saudi commercial brands, while analyzing listening motives and gratifications obtained in light of the Uses and Gratifications theory. A descriptive survey method was adopted, employing a 13-item electronic questionnaire based on a five-point Likert scale, administered to a convenience sample of 203 students at Imam Mohammad Ibn Saud Islamic University. Data were analyzed using SPSS through frequencies, percentages, means, and standard deviations. Results revealed that over half the sample (58.6%) listened to podcasts daily or several times weekly, with knowledge acquisition being the primary motive (51.2%), and cultural/educational podcasts dominating preferences (65%). The mean score for podcasts' contribution to introducing new brands was 3.73/5, and for their positive influence on brand perception 3.58/5, while the majority (60.6%) considered podcasts more influential than other media in raising brand awareness. The findings suggest that podcasts represent an effective tool for enhancing Saudi brand awareness, particularly when delivering content of cognitive value, underscoring the need for their strategic integration into brand communication plans.