Impact Of Digital Media Marketing On Consumer Buying Intention Of Ott Platforms In India
Priya Nair, Dr. Vipul Jain.
Abstract
In the perspective of India, the goal of this study is to analyse the link between digital media marketing (DMM) and the buying pattern of customers of OTT media. A study of 417 Indian consumers found that DMM did not have an immediate impact on their desire to acquire an OTT platform. In addition, engagement from customers has a significant indirect effect, lending credence to the expectation that DMM would have an effect on the brand image of OTT platforms in India. According to the information provided in the article, DMM has led to a significant change in the way that customers make use of OTT platforms. This study endeavour gives a start point for context-based research project modification in view of the new conditions. This is accomplished by evaluating the behaviour of consumers with regard to their intake of media in reference of the shift that was caused by DMM technology.
Key words: Digital Media Marketing (DMM), Consumer buying intention, OTT, brand image, India.
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