Fidelity and loyalty on the radio: a view from listeners from Santa Catarina, Brazil

Vailati, André Luiz; Lima, Talita de

doi:10.1590/1809-58442023140pt

person André Luiz Vailati

reviewer · responsible for approving the final version of the manuscript for publication

schoolUniversidade do Vale do Itajaí, Escola de Negócios, Educação e Comunicação. Itajaí - SC, Brazil André Luiz Vailati 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. Email: andrev@univali.br

0000-0002-6661-6233

person Talita de Lima

responsibility for the accuracy and integrity of all aspects of the research

schoolUniversidade do Vale do Itajaí, MBA em Marketing Digital. Itajaí - SC, Brazil Talita de Lima 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. Email: talitalima@univali.br

0000-0002-0400-117X

André Luiz Vailati

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. Email: andrev@univali.br

Talita de Lima

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. Email: talitalima@univali.br

Conflict of interest

The authors declare that there is no conflict of interest.

Radio	Segment	Location	Interviewee	City	Gender	Age
Station 1	Young	Blumenau	Listener 1	Blumenau	Feminine	30
Station 1	Young	Blumenau	Listener 2	Blumenau	Masculine	47
Station 2	Young	Itajai	Listener 3	Barra do Sul	Feminine	30
Station 2	Young	Itajai	Listener 4	Florianópolis	Masculine	55
Station 3	Popular	Navigators	Listener 5	Navigators	Masculine	46
Station 3	Popular	Navigators	Listener 6	Itajai	Feminine	28
Station 4	Popular	Blumenau	Listener 7	Blumenau	Feminine	39
Station 4	Popular	Blumenau	Listener 8	Blumenau	Feminine	28

Questioning	Extract from the interview	Categories
Is there any reason that would make you listen or change stations?	Listener 8: Look, only if you burned my radio. Listener 2: When a bond is created it is difficult to break. Listener 6: If the radio announcer leaves, I won’t listen anymore.	Announcer Bond
Was there a memorable moment with the station?	Listener 1: There was a day when I had a ticket draw [...] and I won. Listener 7: I share a lot of my moments in the game, even on the program, [...], the announcer speaking there makes me emotional, right? Listener 8: Oh, it was the first prize I won.	Announcer Interactivity
Do you consider the image of the station important?	Listener 1: In my opinion, it’s a well-regarded station, right? For example, if you saw the announcer on the street, for me I consider it important. Listener 3: Yes, it’s a very old radio, the announcers, right? I think she is very sweet, very friendly.	Announcer
Questioning	Extract from the interview	Categories
What does the station have that others don’t?	Listener 4: I like that it’s a program [...] there are songs in the style that I like Listener 3: It’s the style of the music, right? The style of the music, of the program, is super different. She is unique. Listener 2: The main point I think is interaction.	Interactivity Programming
Do you have any favorite shows?	Listener 2: It’s [program name] [..], we put together the playlist and everyone asks for a song. Listener 3: Generally, I only listen to [announcer], she has a morning program [...] Listener 6: [Program name] is the one that goes beyond me, that I send a message to.	Announcer Interactivity Programming
Have you ever recommended the station to someone?	Listener 5: We’ve already switched to this radio, so everyone, my family, I’ve already put everyone on the radio. Listener 8: Yes, enough.	Spontaneous advertising
Do you listen to any other station besides your favorite?	Listener 3: I have an old radio at home that is very difficult to tune in [...], we only listen to [Station 2]. Listener 5: It’s only [Station 3], always, I bother the announcer every day. Listener 6: I can’t listen to another radio, it’s only [Station 3].	Loyalty Programming Habit Announcer
How long have you been listening to the station?	Listener 2: Ever since I was little, my father listened a lot in the car, that’s when he became addicted, right? (20 years as a listener). Listener 6: I started from nothing, turned on the sound, put it on in 2016, then I met [announcer] (4 years as a listener).	Announcer Habit
How do you feel when your name is played on the radio?	Listener 2: Imagine, I’m happy in life, I’m happy, who isn’t, right? Listener 7: Oh, I think it’s cool, right? It’s a sign of importance, pay attention to the listener Listener 8: I’m happy, I stop everything I’m doing just to listen.	Interactivity
Do you consider it a form of relationship between you and the station?	Listener 1: I consider it, like, loyalty, right? Anytime I put it there, something I like will be on. Listener 2: Yes, [...], we feel a commitment that we have, [...] to be a regular listener, of my loyalty. Listener 7: Yes. Whether you like it or not, you become a member of the family, right?	Bond
Do you use the station´s social media?	Listener 1: I participate in promotions, on Instagram. Listener 7: Also on social media, right? That I participate in promotions. Listener 8: Yes, I participate on Facebook. [...] that you have to share, tag people.	Interactivity
Has anyone ever said bad things about the station to you? How did you feel?	Listener 6: No, I’ve never heard anyone say anything bad about [Station 3], not to me. Whenever they tell me it’s always good, right? Listener 8: No, as long as I’ve been listening to the radio, never. But I wouldn’t let it either, right? Because I listen to the radio and I like it.	Defender