A Study on the Impact of Podcast Culture on the Academic and Career Decision-Making of Higher Education Students

The rapid adoption of digital media has reshaped how higher education students access information and make academic and career decisions. Among emerging formats, podcasts provide flexible, personalized, and contextually rich learning experiences, yet their influence on decision-making remains underexplored in India. This study examines the impact of podcast engagement on academic and career decision-making among higher education students in the Jammu Division of Jammu and Kashmir. Using a mixed-methods approach, data were collected from 250 survey participants and 50 semi-structured interviews to capture both quantitative patterns and qualitative insights. Survey constructs assessed podcast engagement, motivational gratifications (Uses and Gratifications Theory), knowledge gain, self-efficacy, and decision-making outcomes. Findings indicated that podcast engagement directly and indirectly through knowledge gain and self-efficacy enhances academic and career decision-making, confirming the hypothesized mediation effects. Qualitative findings highlighted factors such as host relatability, content accessibility, and peer discussion as moderators of podcast effectiveness. These results show the potential of podcasts as student-centered educational tools that complement traditional guidance, foster confidence, and support informed academic and career choices.