University of Twente Student Theses
Increasing Customer Loyalty: The Role of Social Media within the SVOD Industry
Derin, Ediz (2021) Increasing Customer Loyalty: The Role of Social Media within the SVOD Industry.
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| Abstract: | Scholarly attention and academic research on the exact role of social media within the subscription video on demand (SVOD) industry has been scarce, resulting in a clear research gap. Traditional social media strategies are not suitable for streaming services within the new SVOD field, which further exacerbates this research gap within the billion-dollar industry. The aim of this thesis was to conduct a quantitative study into the role of social media within the SVOD field, and the role they play in increasing customer loyalty. Results of an online questionnaire investigating this relationship for the services Netflix and Disney+ highlight the importance of the role of social media within the subscription video on demand industry: there is a strong, positive, linear and significant correlation between social media marketing and customer loyalty. Concludingly, the more the respondents perceive, and the higher their extent to which they engage with social media marketing from streaming services, the higher the degree to which they are loyal and attached to the service. Subsequent analyses show that further hypotheses are also supported: social media marketing has a strong, positive, and significant relationship with all the dimensions of customer loyalty. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 70 social sciences in general, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/87326 |
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