Impact of Social Media Marketing on Consumer Buying Behaviour (With Reference to Online Entertainment Platforms)

Abstract

An alteration in the economy has occurred both at the micro and macro levels as a result of the coronavirus disease occurring at such an alarming pace and pushing the economy to a new normal. Since then, customers' buying behaviour, attitudes, tastes, and decision-making processes have altered. The devastating effects of the Corona Virus epidemic were also felt by online entertainment platforms. Social media marketing activities also influence the behaviour of consumers towards online entertainment platforms. As Traditional media channels have been challenged by the emergence of OTT platforms, which puts pressure on cable and satellite television networks' dominance. Consumers are cutting the cord and switching from traditional TV subscriptions to streaming services as a result of this transition. Traditional broadcasters and pay-tv providers have thus had to modify their methods in order to remain competitive, either by starting their own OTT platforms or collaborating with already-existing ones. By giving customers more convenience, choice, and control over their media consumption, OTT platforms have revolutionised the entertainment sector. Their disruptive impact on conventional media platforms is clear, changing consumer behaviour and forcing established firms to react. Further investigation is required as the OTT environment develops in order to examine new patterns, regulatory outcomes, monetization techniques, and the long-term effects on the entertainment industry. This research aims to analyse the impact of social media marketing on consumer preferences towards online entertainment platforms in India. It also seeks to identify the factors influencing customer behaviour towards these platforms and study the perception of Jaipur's consumers towards subscription-based services for entertainment. Additionally, the research investigates how social media affects consumer decision-making processes when selecting and engaging with online entertainment platforms. The research methodology for this study primarily focuses on data collection and analysis. A mixed-methods approach has been employed, collecting both quantitative and qualitative data to gain a thorough understanding of how social media influences consumer behaviour towards online entertainment platforms. With the aid of a self-structured questionnaire, primary data has been collected for the study. The survey has included Likert scale-based questions to assess respondents' opinions on social media, online entertainment platforms, and their content preferences. The questionnaire also inquires about the frequency and impact of social media usage on purchasing decisions. To ensure reliable and generalizable results, appropriate statistical methods have been employed to determine the sample size of Jaipur city. For qualitative sampling, random convenience sampling has been utilised. Qualitative data analysis involved content and frequency analysis techniques, along with graphical representations of the data. The study's findings have been drawn based on these analyses.