Podcasting as a marketing and communication modality: exploring its impact on Potential New Members’ satisfaction, attitudes, and decision-making in UTC sorority recruitment

Author

• Britain Meyers, University of Tennessee at ChattanoogaFollow

Project Director

Im, Subin

Department Examiner

Gillison, Stephanie; Locander, David

Department

Dept. of Marketing and Entrepreneurship

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

This study explores podcasting as a marketing and communication modality within the context of sorority recruitment, specifically examining its impact on Potential New Members’ (PNMs) preparedness, satisfaction, attitudes, and decision-making. Centered around Scrappy’s Sorority Scoop, a four-episode podcast created by the University of Tennessee at Chattanooga 2025-2026 Panhellenic Council, this research investigates how podcast engagement influences the recruitment experience. Using qualitative interviews with eight participants who both joined a Panhellenic chapter and listened to the full podcast series prior to recruitment, the study identifies key themes related to the podcast’s effectiveness. Findings indicate that podcasting enhances PNMs’ understanding of the recruitment process, reduces anxiety, increases confidence, and supports more authentic and self-assured decision-making. Additionally, the conversational and peer-led format of the podcast fostered relatability and trust, strengthening its influence as a communication tool. This research contributes to the limited literature on podcasting in structured organizational environments and highlights its potential as an accessible, scalable strategy for improving participant experiences in recruitment contexts. Implications suggest that institutions and organizations can leverage podcasting to better inform, engage, and support individuals navigating complex decision-making processes.

Degree

B. A.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Arts.

Date

5-2026

Subject

College sorority members--Attitudes; Communication in marketing; Podcasting--Marketing

Keyword

Podcast; Sorority; Recruitment; Marketing; Communication; UTC

Discipline

Marketing

Document Type

Theses

Extent

ii, 27 leaves

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

License

http://creativecommons.org/licenses/by/4.0/

Recommended Citation

Meyers, Britain, "Podcasting as a marketing and communication modality: exploring its impact on Potential New Members’ satisfaction, attitudes, and decision-making in UTC sorority recruitment" (2026). Honors Theses.
https://scholar.utc.edu/honors-theses/656