TY - JOUR
T1 - Hedonic and eudaimonic entertainment as facilitators of consumer brand engagement
T2 - a multiple mediation model for Netflix
AU - Riskos, Kyriakos
AU - Dekoulou, Paraskevi
AU - Hatzithomas, Leonidas
AU - Papasolomou, Ioanna
N1 - Publisher Copyright:
© 2024, Emerald Publishing Limited.
PY - 2024
Y1 - 2024
N2 - Purpose: Fierce competition among over-the-top (OTT) platforms has rendered branding a precondition for consumer appeal. This study proposes a new structural equation model for OTT brands, especially Netflix, where hedonic and eudaimonic entertainment motives function as facilitators of consumer brand engagement. Design/methodology/approach: An online survey was conducted. Structural Equation Modeling was used to build the model and test for various direct, mediation, and moderation effects. Findings: The results suggest a multiple mediation model in which the relationship between the two types of entertainment and intention to use Netflix is sequentially mediated by consumer attention and consumer brand engagement. Moreover, this study confirms that female consumers, compared to male consumers, exhibit higher levels of consumer brand engagement when motivated by hedonic entertainment. Originality/value: This is the first study to present a novel structural model for the content consumption of OTT brands and test the role of the two types of entertainment in the intention to use Netflix.
AB - Purpose: Fierce competition among over-the-top (OTT) platforms has rendered branding a precondition for consumer appeal. This study proposes a new structural equation model for OTT brands, especially Netflix, where hedonic and eudaimonic entertainment motives function as facilitators of consumer brand engagement. Design/methodology/approach: An online survey was conducted. Structural Equation Modeling was used to build the model and test for various direct, mediation, and moderation effects. Findings: The results suggest a multiple mediation model in which the relationship between the two types of entertainment and intention to use Netflix is sequentially mediated by consumer attention and consumer brand engagement. Moreover, this study confirms that female consumers, compared to male consumers, exhibit higher levels of consumer brand engagement when motivated by hedonic entertainment. Originality/value: This is the first study to present a novel structural model for the content consumption of OTT brands and test the role of the two types of entertainment in the intention to use Netflix.
KW - Consumer brand engagement
KW - Eudaimonic entertainment
KW - Hedonic entertainment
KW - Multiple mediation model
KW - Netflix brand
UR - http://www.scopus.com/inward/record.url?scp=85190248735&partnerID=8YFLogxK
U2 - 10.1108/EMJB-05-2023-0141
DO - 10.1108/EMJB-05-2023-0141
M3 - Article
AN - SCOPUS:85190248735
SN - 1450-2194
JO - EuroMed Journal of Business
JF - EuroMed Journal of Business
ER -