Understanding the intentions of Students to use OTT platforms
Author(s):
Raj Priya, Pias Mondal, Dr. Trinley Paldon
Keywords:
Search Engine OTT, Social gratification, Habitual use, subscription intention, TAM, UGT.
Abstract
This research paper explores the relationship between Over The Top (OTT), Social gratification, and customer engagement towards OTT platform, and Subscription intention. To examine whether different factors such as gender, Education, Age affects Intention to use the OTT platform. The data was collected through primary source. It was found that the high-price-segment hotels often use customization, whereas various industries usually implement value on the intention to use OTT platform with clients. This study helps to understand whether customer engagement in Intention to use OTT platform in the industry in match to the international experience. The authors focused on the OTT, customer engagement, Knowledge, and chronic use. The findings contributed have practical implications for research into OTT. The findings suggested the consumers are more involved with OTT platforms that defines who they are. Therefore, marketers seeking to engage consumers with OTT campaigns are suggested to foster a culture of Intention to use the OTT platform reinforced through dialogue and continual consumer participation in value chain activities.
Article Details
Unique Paper ID: 151723

Publication Volume & Issue: Volume 8, Issue 1

Page(s): 671 - 677
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