| 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 |
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Questioning
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Extract from the interview
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Categories
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| 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 |
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Source: Adapted from 
Source: Adapted from 
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