Fidelity and loyalty on the radio

a view from listeners from Santa Catarina

Authors

DOI:

https://doi.org/10.1590/1809-58442023140pt

Keywords:

Radio, Audience, Fidelity, Loyalty, Brand equity

Abstract

This research sought to understand the reasons that lead a person to privilege a given radio broadcaster among competitors and other media. As a general objective, we had to analyze the factors that motivate a listener to be loyal to a certain radio station. The present investigation is exploratory and of a descriptive nature with a qualitative approach, sampling by intentionality before the analysis criteria of this study. The data were collected through in-depth interviews with listeners considered loyal by the broadcasters through a semi-structured script with open questions. As an analysis technique, content analysis was used. The factors that motivated the loyalty of the research radio listener were programming, radio announcer, bond, interactivity, and habit.

Author Biographies

  • André Luiz Vailati, Universidade do Vale do Itajaí. Itajaí – SC, Brazil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil

    Professor and undergraduate researcher at the School of Business, Education and Communication at the University of Vale do Itajaí (Univali), Itajaí – SC, Brazil. PhD in Education from Univali. Works in the areas of Communication and Marketing, Educommunication, Sound for Digital Games, Audio in Audiovisual Production (TV and Cinema), and Production for Sound Media with an emphasis on content generation and consultancy for community broadcasters.

  • Talita de Lima, Universidade do Vale do Itajaí. Itajaí – SC, Brazil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil

    Bachelor in Advertising and postgraduate in the MBA in Digital Marketing at the University of Vale do Itajaí (Univali). Communication Assistant at the Experimental Agency for communication courses at Univali.

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Published

2023-12-18

Issue

Vol. 46 (2023)

Section

Articles

License

Copyright (c) 2023 André Luiz Vailati, Talita de Lima

Creative Commons License

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

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How to Cite

Fidelity and loyalty on the radio: a view from listeners from Santa Catarina. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 46, p. e2023140, 2023. DOI: 10.1590/1809-58442023140pt. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/4458. Acesso em: 21 jul. 2026.