TY - GEN
T1 - The Role of Digital Content Marketing in the Continuance of On-Demand Video Usage
AU - Barrios-Pérez, Camila
AU - Prudencio-Vásquez, Cecilia
AU - Mauricio-Andía, Martín
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - This study aims to establish the correlation between the dimensions of digital content marketing and Continuance intention, mediated by trust, within the Video on Demand (VoD) category. Data were gathered through an online survey administered to 384 residents of Peru, all of whom were active subscribers to VoD platforms and followers of these platforms on their social media. The research model employed in this study is a second-order model, reflecting the multidimensional nature of Digital Content Marketing (DCM). The study's primary findings affirm a direct influence of DCM on trust. Furthermore, it confirms that trust (TRU) serves as a mediator between DCM and Continuance intention (CI), and there exists a significant relationship between trust and Continuance intention. This study also contributes to the understanding of VoD consumers, particularly regarding DCM, and offers a vital analysis that differentiates results between residents of Lima and those from other provinces.
AB - This study aims to establish the correlation between the dimensions of digital content marketing and Continuance intention, mediated by trust, within the Video on Demand (VoD) category. Data were gathered through an online survey administered to 384 residents of Peru, all of whom were active subscribers to VoD platforms and followers of these platforms on their social media. The research model employed in this study is a second-order model, reflecting the multidimensional nature of Digital Content Marketing (DCM). The study's primary findings affirm a direct influence of DCM on trust. Furthermore, it confirms that trust (TRU) serves as a mediator between DCM and Continuance intention (CI), and there exists a significant relationship between trust and Continuance intention. This study also contributes to the understanding of VoD consumers, particularly regarding DCM, and offers a vital analysis that differentiates results between residents of Lima and those from other provinces.
KW - Continuance Intention
KW - Digital Content Marketing
KW - Second-Order Model
KW - Trust
KW - Video on Demand
UR - https://www.scopus.com/pages/publications/85210527974
U2 - 10.1007/978-3-031-74828-8_31
DO - 10.1007/978-3-031-74828-8_31
M3 - Contribución a la conferencia
AN - SCOPUS:85210527974
SN - 9783031748271
T3 - Lecture Notes in Networks and Systems
SP - 349
EP - 361
BT - Management, Tourism and Smart Technologies - ICMTT 2024
A2 - Rocha, Álvaro
A2 - Montenegro, Carlos
A2 - Pereira, Elisabeth T.
A2 - Victor, José A. M.
A2 - Ibarra, Waldo
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Management, Tourism and Technologies, ICMTT 2024
Y2 - 9 May 2024 through 11 May 2024
ER -