THE IMPACT OF E-WOM ON USERS’ ATTITUDES TOWARD OVER-THE-TOP (OTT) STREAMING VIDEO CONTENT AND ITS SUBSCRIPTION INTENTION. – YOUNG INDIANS PERSPECTIVE

Abstract

Purpose: Empirical research suggests a high impact of e-WOM on the user’s attitude leading to their behavioral intention. This research paper is a novel attempt to understand the impact of electronic word-of-mouth on users’ attitudes toward the content of OTT, leading to its subscription intention. Theoretical framework: “Content” is one of the key factors behind the exponential growth and viewership of OTT platforms in India. But how the users develop their attitude to watch or subscribe a specific content largely depends on word of mouth (WOM) or electronic word of mouth(e-WOM) information. Design/method/approach: The data is collected from 250 respondents using the measured items from existing scales to test their validity and reliability in the OTT industry. Structural equation modeling is then used to examine the influence of eWOM on the user’s attitudes toward content and subscription intention. Findings: The results indicate a positive and significant impact of e-WOM on the user’s attitude towards content and subscription intention. e-WOM is a significant predictor Research, Practical & Social implication: The paper offers valuable insights to the prominent marketers of OTTs in devising appropriate content promotion or content enhancement strategies which could lead to a favorable e-WOM about their content. Originality/value: There has been immense research on the different aspects OTTs, but none has been done in context to OTT streaming video content’s e-WOM and subscription intention. Thus, the paper extends the existing research on OTTs to a new area, namely e-WOM.