Published Online:September 2026
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:030926
DOI:10.71329/IUPJBRM/2026.23.3.49-71
Author Name:Brijesh Awasthi, Masuma Mehta and Sanjeev Kumar Mathur
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:49-71
The exponential growth of Over-The-Top (OTT) entertainment platforms in India has intensified competition among service providers, making customer loyalty a critical determinant of sustained market success. With reference to OTT entertainment platforms, this study investigates the relationship among perceived value (PV)—utilitarian value (UV), hedonic value (HV), social value (SV)—customer satisfaction (CS), trust (T) and loyalty (L). Drawing on a self-administered survey of 400 OTT users conducted in May 2024, the study employs confirmatory factor analysis (CFA) and structural equation modeling (SEM), using SPSS 25 and Amos 23, to test 17 hypothesized relationships across the proposed research model. The results show that UV and HV significantly and positively influence CS, while SV does not. All three dimensions of PV (UV, HV and SV) are significant in enhancing T, indicating that social factors play a distinct role in building trust, even though they do not directly drive satisfaction. UV emerges as the only dimension of PV with a direct, significant impact on L; HV and SV influence L only indirectly, through their effect on CS. Both CS and T significantly predict L, with satisfaction partially mediating the UV-L relationship and fully mediating the HV-L relationship, while T does not act as a mediator between PV and L. The findings advance the understanding of consumer behavior and marketing theory by providing insights into the distinct paths through which consumers’ value dimensions influence satisfaction, T and L in the context of digital entertainment, and provide practical guidance for OTT providers to focus on functional value and satisfaction strategies to foster viewer retention.
The advent and expansion of the digital era with the introduction of Internet services and online streaming has completely changed the landscape of content creation and its amalgamation perpetually.