Podcaster Authenticity and Listener Support: Authenticity Perceived in the Absence of Visual Signals

ABSTRACT Influencer authenticity has been widely studied, yet its role in podcasting, an audio‐only medium, remains underexplored. This research investigates how perceived podcaster authenticity shapes three levels of listener supportive intentions: channel loyalty, purchase of endorsed brands, and willingness to defend the podcaster. Across two studies, we first show that authenticity directly and positively affects all three intentions. We then unpack the underlying mechanisms: emotional attachment and trust mediate these effects, while self‐verification strengthens the influence of perceived authenticity on trust and purchase intention. Theoretically, we extend signaling theory and self‐verification theory to an auditory context, demonstrating how authenticity conveyed through voice and storytelling drives listener support. Practically, podcasters who consistently signal sincerity, uniqueness, expertise, vulnerability, transparency, and value congruence with their audiences are more likely to foster deeper emotional bonds and trust. For marketers, partnering with authentic podcasters enhances both the credibility and the impact of podcast advertising.