Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour

PurposeBased on trust transfer theory, this study explores trust transfer between two brands in the over-the-top (OTT) context. Specifically, it examines the effect of (1) the hosting OTT platform brand trust and (2) users' trust disposition on the brand trust of add-on services. Further, the study investigates their impact on the willingness to subscribe to add-on services.Design/methodology/approachUsing purposive sampling, data were collected using an online survey from OTT users (n = 322). The data were analyzed using partial least squares structural equation modeling (PLS-SEM) through the software SmartPLS.FindingsThe study exhibited that users' brand trust in the hosting OTT platform brand results in users trusting the brand of add-on services hosted on the platform. The study explains this finding of “brand trust transfer” with the help of the trust transfer theory. It also clarified that the brand trust transfer process is not moderated by trust disposition and is not influenced by gender, experience and income. Finally, the study showed that brand trust in the hosting platform does not directly affect users' willingness to subscribe to add-on services but indirectly through brand trust in add-on services.Originality/valueThis study demonstrates the trust transfer between two brands. The context is two brands operating in the same competitive space (OTT services), with the established brand hosting the services of the other less-known brand. This study pioneers the investigation of the source-target entity pair operating in the same competitive space, contending that brand trust transfer may also occur between brands in other contexts (like financial services). The study is also unprecedented in elucidating the effect of brand trust in the hosting platform, users' trust disposition and brand trust in add-on services on users' willingness to subscribe to the add-on service.

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Can an OTT platform develop brand advocates via customer engagement? An integration of platform and message-based factors

Singh,

Misra,

Bhatnagr

et al. 2024

APJML

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PurposeThe study follows platform theory (PT) and information processing theory (IPT) to understand the determinants of customer engagement (CE) on an over-the-top (OTT) platform. Platform-based factors include superior streaming infrastructure (SSI), multilayer analytics (MA), secure monetisation (SM) and convenient navigability (CN), while message-based factors include content diversification (CD), interactive elements (IE) and content localisation (CL). The study further investigates the impact of CE on brand advocacy (BA).Design/methodology/approachThe study employed the quantitative method using the cross-sectional survey to collect the data using judgemental sampling. Data were collected from 650 users of OTT services. Partial least square-structural equation modelling (PLS-SEM) was used to test the hypothesised relationship.FindingsThe impact of platform and message-based factors on CE is significant, except for the IE. As per the results, SSI is the most significant platform-based factor of CE, followed by MA, CN and SM. The study also found that CL followed by CD has a substantial influence as a message-based factor for OTT providers. The significant impact of CE is also established on BA, as per the findings of the study.Practical implicationsThe outcome of the study is relevant to managers and practitioners in the highly competitive OTT industry. The new research framework emphasises the increasing importance of platform- and message-based factors for CE and BA. The study will also assist OTT providers in guiding strategic and operational decisions in the context of the OTT industry to increase customer loyalty in emerging economies.Originality/valueThe study introduces a novel approach to assessing OTT subscriber engagement by integrating PT and IPT. The final outcome of the research model is BA, which is highly relevant for an OTT operator as it helps retain existing subscribers and attract new ones through BA.

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Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour

Cited by 5 publications

References 72 publications

Decoding the Recommender System: A Comprehensive Guide to Explainable AI in E-commerce

Decoding the Recommender System: A Comprehensive Guide to Explainable AI in E-commerce

Examining the brand trust and willingness to subscribe to third-party add-on services in over-the-top platforms: a brand trust transfer perspective

Can an OTT platform develop brand advocates via customer engagement? An integration of platform and message-based factors

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