The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms

ABSTRACT

The Internet and digital technologies have grown exponentially and have become a part of billions of people’s daily lives around the world. Over-the-top (OTT) services are delivered directly over the Internet, providing customers access to films and TV series. In India, there has been a tremendous surge in the consumption of video material on OTT platforms. The significant growth in the digital marketing application in online businesses and its ability to engage customers has enhanced its importance. The emergence of the Internet and digital technologies has provided a modernized setting and a fertile ground for business organizations to reach millions of customers at affordable prices with effective and customized promotion content. The present study aims to investigate the relationship between digital media marketing (DMM), consumer engagement, brand image, and OTT platform purchase intention in the Indian context. The researchers will also investigate the mediating role of consumer engagement and brand image in mediating the relationship between digital marketing practices and OTT platform purchase intention. In a survey of 417 Indian consumers, it was found that there was no direct effect of DMM on the purchase intention of OTT platforms. In addition, there is a strong indirect effect through brand image and consumer engagement, supporting the hypothesis that brand image and consumer engagement mediate the relationship between DMM practices and the purchase intention of OTT platforms. Some of the managerial implications, limitations, and scope of future research are also presented in the study.