The Use of Podcasting in Political Marketing: The Case of the Czech Republic

Purpose:There is a call for more research on the interface between political relationship marketing and the use of digital technologies. To respond to such calls, this study provides a novel exploration of political podcasts as a means to enhance relationship building between politicians and the electorate. Our research draws on political relationship marketing theory to suggest that podcasts present new opportunities for relationship building and emotional engagement. Methods: We conducted a qualitative research based on focus groups with young people in the Czech Republic in order to explore their attitudes and perceptions about political podcasting. With most research focusing on the USA, our research offers an in-depth examination of the under-researched region of Central Europe. Findings and Contribution: Our findings inform and update existing political relationship marketing studies which seek to explore new forms of permanent campaigning and new ways for the engagement of diverse audiences. Podcasts present opportunities for relationship building between citizens and their political representatives. Authenticity, conversational dynamism, and a carefully curated personalization of the communication create a sense of attachment and belonging.