The ethics of using parasocial bonds with podcast hosts to advertise therapy applications

Abstract

This study seeks to investigate what ethical implications arise from advertising cybertherapy platforms on podcasts, and how, if at all, parasocial relationships play a role in those advertisements. Specifically, this study focuses on the cybertherapy company BetterHelp because it consistently ranks as the top spender for podcast advertising. To investigate the previously stated topics, this study employed a mixed-methods research plan with a primarily sequential exploratory research design. It included semi-structured interviews, a survey, and a content analysis of open-answer questions. Through research, previous studies, and theories in advertisement, this study found that parasocial relationships create a sense of trust between listeners and podcast hosts and that trust can make a person more likely to try BetterHelp. Further, it found that individuals view podcast advertisements more like recommendations or endorsements than traditional advertisements.

Date of Award	27 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Naíde Müller (Supervisor)