The Effect of Podcast Hosts on Youtube Channel Satisfaction

Yuniar Taruna, Partogi Bungaran, Myra Tania Wida, Artha Sejati Ananda


This study aims to investigate the effect of podcast hosts on the satisfaction of YouTube channel viewers. Using a sample of 250 participants, data were collected through an online survey that measured the participants' perceptions of podcast hosts and their satisfaction with the YouTube channel. The results of the study showed a positive relationship between the perceived attractiveness and expertise of podcast hosts and viewers' satisfaction with the YouTube channel. Additionally, the study found that the quality of the podcast's content moderated the relationship between the perceived attractiveness of the host and satisfaction with the YouTube channel. The findings of this study provide insights into the importance of the host's role in enhancing viewer satisfaction with the YouTube channel, particularly in the context of podcast content. Further research is recommended to explore the effects of other host characteristics and their impact on viewer satisfaction.


Podcast, YouTube channel, Satisfaction, Attractiveness, Host characteristics

Full Text:



Aalbers, G., McNally, R.J., Heeren, A., De Wit, S., & Fried, E.I. (2019). Social media and depression symptoms: A network perspective. Journal of Experimental Psychology: General, 148(8), 1454.

Andersen, K., & Clevenger, T., Jr. (1963). A summary of experimental research in ethos. Communications Monographs, 30(2), 59–78.

Bayer, J.B., Ellison, N.B., Schoenebeck, S.Y., & Falk, E.B. (2016). Sharing the small moments: ephemeral social interaction on Snapchat. Information, Communication & Society, 19(7), 956-977.

Beheshti-Kashi, S., & Makki, B. (2013). Social media news: Motivation, purpose and usage. International Journal of Computer Science & Information Technology, 5(2), 97.

Boerman, S.C., & Van Reijmersdal, E.A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10, 3042.

Cropanzano, R., & Mitchell, M.S. (2005). Social Exchange Theory: An Interdisciplinary Review. Journal of Management, 31(6), 874–900. (2022, April). Digital 2022: April Global Statshot Report. DataReportal – Global Digital Insights. Access on 30 November 2022.

David, F. (2020). Factors influencing the popularity of YouTube videos and users' decisions to watch them. England: University of Wolverhampton.

Ghaisani, A.P., Handayani, P.W., & Munajat, Q. (2017). Users’ motivation in sharing information on social media. Procedia Computer Science, 124, 530-535.

Habibi, M.R., Laroche, M., & Richard, M.O. (2016). Testing an extended model of consumer behavior in the context of social media-based brand communities. Computers in Human Behavior, 62, 292-302.

Hosen, M., Ogbeibu, S., Giridharan, B., Cham, T.H., Lim, W.M., & Paul, J. (2021). Individual motivation and social media influence on student knowledge sharing and learning performance: Evidence from an emerging economy. Computers & Education, 172, 104262.

Hume, M., & Mort, G.S. (2010). The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts. Journal of Services Marketing.

Jacquart, P., & Antonakis, J. (2015). When does charisma matter for top-level leaders? Effect of attributional ambiguity. Academy of Management Journal, 58(4), 1051-1074. (2019, October). Trend in disseminating audio on demand content through Podcast: An Opportunity and Challenge in Indonesia. Access on 29 November 2022.

Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity and the rise of social media influencers. Celebrity studies, 8(2), 191-208.

Kim, D.Y., & Kim, H.Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.

Laitinen, K., & Sivunen, A. (2020). Enablers of and constraints on employees' information sharing on enterprise social media. Information Technology & People, 34(2), 642-665.

Lee, C.S., & Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. Computers in human behavior, 28(2), 331-339.

Lu, H., & Yuan, S. (2021). What motivates information sharing about disaster victims on social media? Exploring the role of compassion, sadness, expectancy violation, and enjoyment. International Journal of Disaster Risk Reduction, 63, 102431.

Myers, S. (2021). Instagram source effects: The impact of familiarity and likeability on influencer outcomes. Journal of marketing development and competitiveness, 13(3), 50–55.

Reid, S. (2013). The Leader's Role in Strategic Knowledge Creation and Mobilization. International Journal for Leadership in Learning, 1(1), n1.

Reid, S. (2014). Knowledge influencers: leaders influencing knowledge creation and mobilization. Journal of Educational Administration, 52(3), 332–357.

Talwar, S., Dhir, A., Singh, D., Virk, GS, & Salo, J. (2020b). Sharing of fake news on social media: Application of the honeycomb framework and the third-person effect hypothesis. Journal of Retailing and Consumer Services, 57, 102197. (2022, May). The second largest number of podcast listeners in Indonesia in the world. Access on 10 October 2022.

Tskhay, K.O., Zhu, R., & Rule, N.O. (2017). Perceptions of charisma from thin slices of behavior predict leadership prototypicality judgments. The Leadership Quarterly, 28(4), 555-562.

Tur, B., Harstad, J., & Antonakis, J. (2022). Effect of charismatic signaling in social media settings: Evidence from TED and Twitter. The Leadership Quarterly, 33(5), 101476.



  • There are currently no refbacks.

Copyright (c) 2023 Jurnal Ilmiah Manajemen dan Bisnis

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Jurnal Ilmiah Manajemen dan Bisnis
Fakultas Ekonomi dan Bisnis Universitas Mercu Buana
Jl. Raya Meruya Selatan, Kembangan, Jakarta 11650
Tlp./Fax: +62215871335

ISSN: 2460-8424
E-ISSN: 2655-7274

This journal is indexed by:


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Analytics Made Easy - StatCounter
View My Stats