The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?

Detalhes bibliográficos
Autor(a) principal: Costa, Ana Rita Abreu
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/41212
Resumo: Video streaming services have grown substantially in the past few years, due to their convenience, low cost and variety of original movies and tv shows. Consumers have switched from traditional broadcasting TV to streaming service platforms, which has led to the entrance of several players in the industry. The purpose of this research is to investigate how the video streaming service’s brand image, with a particular focus on Netflix, Disney Plus and Amazon Prime Video, impact customer loyalty, while also studying the moderation effect of word­of­mouth. Furthermore, the mediation effect of expectations and perceived quality were also analyzed. In order to study the proposed model, six different stimuli were created based on online reviews. The stimuli presented either negative word­of­mouth or positive word­of­mouth, and were then used on an online survey, randomly assigned to each participant. Results show that the video streaming service’s brand image positively impacts customer loyalty. It was also concluded that both expectations and perceived quality media te the relationship between brand image and customer loyalty. Moreover, it was also proven that word­of­mouth also impacts this relationship.
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spelling The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?Video streaming serviceBrand imageCustomer loyaltyWord­-of-­mouthExpectationsPerceived qualityServiços de streamingImagem de marcaLealdade do consumidorExpectativasPerceção de qualidadeBoca a bocaDomínio/Área Científica::Ciências Sociais::Economia e GestãoVideo streaming services have grown substantially in the past few years, due to their convenience, low cost and variety of original movies and tv shows. Consumers have switched from traditional broadcasting TV to streaming service platforms, which has led to the entrance of several players in the industry. The purpose of this research is to investigate how the video streaming service’s brand image, with a particular focus on Netflix, Disney Plus and Amazon Prime Video, impact customer loyalty, while also studying the moderation effect of word­of­mouth. Furthermore, the mediation effect of expectations and perceived quality were also analyzed. In order to study the proposed model, six different stimuli were created based on online reviews. The stimuli presented either negative word­of­mouth or positive word­of­mouth, and were then used on an online survey, randomly assigned to each participant. Results show that the video streaming service’s brand image positively impacts customer loyalty. It was also concluded that both expectations and perceived quality media te the relationship between brand image and customer loyalty. Moreover, it was also proven that word­of­mouth also impacts this relationship.Os serviços de streaming têm crescido substancialmente nos últimos anos, devido à sua conveniência, baixo custo e variedade de filmes e programas de televisão originais. Os consumidores passaram da televisão tradicional para as plataformas de streaming, o que levou à entrada de vários intervenientes na indústria. O objectivo deste estudo é investigar como a imagem de marca dos serviços de streaming, com particular ênfase na Netflix, Disney Plus e Amazon Prime Video, tem impacto na fidelidade dos clientes, estudando ao mesmo tempo o efeito de moderação do boca a boca. Além disso, foi também analisado o efeito de mediação das expectativas e da perceção de qualidade. A fim de estudar o modelo proposto, foram criados seis estímulos diferentes com base em comentários online. Os estímulos apresentavam comentários negativos ou positivos, e foram posteriormente utilizados num inquérito online, sendo atribuídos aleatoriamente a cada participante. Os resultados mostram que a imagem de marca do serviço de streaming tem um impacto positivo na fidelidade dos clientes. Também se concluiu que tanto as expectativas como a perceção de qualidade medeiam a relação entre a imagem de marca e a fidelidade do cliente. Além disso, ficou também provado que o boca a boca também tem impacto nesta relação.Romeiro, PauloVeritati - Repositório Institucional da Universidade Católica PortuguesaCosta, Ana Rita Abreu2023-05-24T13:16:15Z2023-02-032023-012023-02-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41212TID:203278046enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:46:47Zoai:repositorio.ucp.pt:10400.14/41212Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:52.884619Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?
title The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?
spellingShingle The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?
Costa, Ana Rita Abreu
Video streaming service
Brand image
Customer loyalty
Word­-of-­mouth
Expectations
Perceived quality
Serviços de streaming
Imagem de marca
Lealdade do consumidor
Expectativas
Perceção de qualidade
Boca a boca
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?
title_full The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?
title_fullStr The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?
title_full_unstemmed The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?
title_sort The impact of video streaming service’s brand image on consumer loyalty : does word-­of-­mouth make a difference?
author Costa, Ana Rita Abreu
author_facet Costa, Ana Rita Abreu
author_role author
dc.contributor.none.fl_str_mv Romeiro, Paulo
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Costa, Ana Rita Abreu
dc.subject.por.fl_str_mv Video streaming service
Brand image
Customer loyalty
Word­-of-­mouth
Expectations
Perceived quality
Serviços de streaming
Imagem de marca
Lealdade do consumidor
Expectativas
Perceção de qualidade
Boca a boca
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Video streaming service
Brand image
Customer loyalty
Word­-of-­mouth
Expectations
Perceived quality
Serviços de streaming
Imagem de marca
Lealdade do consumidor
Expectativas
Perceção de qualidade
Boca a boca
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Video streaming services have grown substantially in the past few years, due to their convenience, low cost and variety of original movies and tv shows. Consumers have switched from traditional broadcasting TV to streaming service platforms, which has led to the entrance of several players in the industry. The purpose of this research is to investigate how the video streaming service’s brand image, with a particular focus on Netflix, Disney Plus and Amazon Prime Video, impact customer loyalty, while also studying the moderation effect of word­of­mouth. Furthermore, the mediation effect of expectations and perceived quality were also analyzed. In order to study the proposed model, six different stimuli were created based on online reviews. The stimuli presented either negative word­of­mouth or positive word­of­mouth, and were then used on an online survey, randomly assigned to each participant. Results show that the video streaming service’s brand image positively impacts customer loyalty. It was also concluded that both expectations and perceived quality media te the relationship between brand image and customer loyalty. Moreover, it was also proven that word­of­mouth also impacts this relationship.
publishDate 2023
dc.date.none.fl_str_mv 2023-05-24T13:16:15Z
2023-02-03
2023-01
2023-02-03T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/41212
TID:203278046
url http://hdl.handle.net/10400.14/41212
identifier_str_mv TID:203278046
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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