How Does a Radio Host’s Testimonial Influence Media Experiences? The Indirect Effect of Social Presence

Abstract

This study examined how a radio host’s personal experiences (testimonials) influence listeners’ experiences, particularly focusing on the role of social presence. A Web-based experiment, using 113 undergrad students at a large public university in the United States, compared effects of a radio host’s sharing vs. not sharing testimonials during the radio program. The investigation found that social presence has significant indirect effects. Specifically, when the radio host shares testimonials, listeners experience a stronger feeling of social presence of the radio host, and it consequently fosters stronger levels of enjoyment, perceived credibility of the radio host, and information seeking intention.