2025/08/12 by Alexandra Leandro, João Morais, Estela Silva
Social Sciences · #Radio, Podcasts, and Digital Media
paper · pdf · doi:10.1007/s10755-025-09839-4
openalex publication_date 2025/08/12 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/30
Abstract This study investigates the role of digital storytelling in higher education branding through the case study of a podcast at the Polytechnic Institute of Coimbra. As a platform featuring alumni narratives, the podcast fosters engagement, strengthens institutional identity, and builds a sense of community among stakeholders. The research adopts a mixed-methods approach, combining content analysis of 24 podcast episodes and surveys of current Organizational Communication students. The findings highlight three primary outcomes: (1) alumni narratives emphasize the program’s practical orientation, community values, and professional preparation, reinforcing its unique value proposition (2) alumni interviews demonstrate that participation fosters institutional advocacy and shared identity and (3) survey data reveals that 97.1% of students perceive the podcast as an innovative branding tool, enhancing their understanding of the program and increasing motivation and belonging. The podcast format’s ability to convey authentic, human-centered narratives aligns with the preferences of Generation Z and Millennial audiences, creating meaningful emotional connections. Alumni serve as ambassadors, enhancing the program’s reputation and offering actionable advice to current students, such as embracing lifelong learning and fostering resilience. While the study confirms the podcast’s value as a branding and engagement tool, it acknowledges limitations, including sample size and generalizability. Ultimately, “ Conversas Made in CO ” exemplifies how higher education institutions can leverage digital storytelling to co-create institutional narratives, inspire loyalty, and differentiate themselves in a competitive landscape. Recommendations include broadening podcast promotion to increase reach among students and exploring its impact on prospective stakeholders.