This study examined how a radio host’s personal experiences (testimonials) influence listeners’ experiences, particularly focusing on the role of social presence. A Web-based experiment, using 113 undergrad students at a large public university in the United States, compared effects of a radio host’s sharing vs. not sharing testimonials during the radio program. The investigation found that social presence has significant indirect effects. Specifically, when the radio host shares testimonials, listeners experience a stronger feeling of social presence of the radio host, and it consequently fosters stronger levels of enjoyment, perceived credibility of the radio host, and information seeking intention.

中文翻译：

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电台主持人的推荐如何影响媒体体验？社会存在的间接影响

这项研究检查了电台主持人的个人经历（推荐）如何影响听众的经历，尤其是社会交往的作用。一个基于网络的实验，在美国一所大型公立大学中使用113名本科生，比较了广播节目期间广播主持人共享和不共享推荐书的效果。调查发现，社会存在具有重大的间接影响。具体地说，当广播主持人分享推荐时，听众会感受到广播主持人的社交感，从而提高了娱乐水平，广播主持人的信誉和寻求信息的意图。