• Mr. Rushikesh Sonawale
• Dr.H.R. Kulkarni
• Mrs.Alankrita Jain

This study investigates the strategic role of podcasting as a potent tool for influencing consumer behavior within the modern digital marketing landscape. Unlike traditional broadcasting, podcasts leverage high engagement rates, intimacy, and niche targeting to foster strong, para social relationships between hosts and listeners, thereby enhancing brand trust and recall. The primary goal of podcasting in this context is to move beyond mere brand awareness toward driving actionable consumer responses, including increased purchase intent, customer loyalty, and long-term retention. Findings indicate that host-read endorsements are particularly effective, as they are perceived as more authentic and less disruptive than pre-recorded spots, often resulting in higher conversion rates. This research highlights that by aligning brand messaging with the specific interests and tone of podcast content, marketers can effectively guide listeners through the consumer journey, from discovery to repeat purchase.

Role of Advertising in Motivating Consumers Brand Preference in Beverages

" Role of Advertising in Motivating Consumers Brand Preference in Beverages", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.573-580, March-2026, Available :http://www.jetir.org/papers/JETIRHO06079.pdf

" Role of Advertising in Motivating Consumers Brand Preference in Beverages", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. pp573-580, March-2026, Available at : http://www.jetir.org/papers/JETIRHO06079.pdf