Abstract

AGUAGALLO GUALAN, Cristian Geovanny; ERAZO ALVAREZ, Juan Carlos  and  NARVAEZ ZURITA, Cecilia Ivonne. The rise of podcasts as a content marketing tool and its impact on customer loyalty. Universidad y Sociedad [online]. 2025, vol.17, n.1  Epub Feb 27, 2025. ISSN 2218-3620.

Podcasts are an effective content marketing tool, offering accessibility, education on specific topics and value, positioning brands as referents in their industry. The objective is to analyze how the use of podcasts as part of a content marketing strategy influences member and customer loyalty in credit unions in the city of Riobamba. A mixed approach was used, integrating qualitative and quantitative methods through surveys of 134 members and customers. Podcasts perceived as attractive or of high quality have a positive impact on brand loyalty. More than 75% of respondents regularly consume podcasts, and a significant percentage show a greater willingness to purchase products or services after listening to valuable content. There is a positive correlation between the perceived value of podcast content and customer loyalty, highlighting that content quality and relevance are key determinants of consumer engagement with the brand.

Keywords : Correlation; Perception; Advertising; Brand; Program content.

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