Marvelous Mudanganyi, Adéle Potgieter, Felix Amoah
Abstract
The entry of several streaming platforms and lower switching costs have intensified competition in the OTT industry. Media conglomerates have also entered the OTT marketplace, producing original content and distributing a large number of films and television shows, posing a substantial challenge to market pioneers in the OTT market space. A shift in strategic approach is required when marketing to Generation Z (Gen Z) based on their digital consumption habits, values and beliefs. To develop brand loyalty in the highly competitive OTT marketplace, OTT streaming platforms have invested considerably in subscriber acquisition and retention. Given that the Gen Z cohort is considered the top users of streaming platforms, this paper aims to propose a hypothetical framework for investigating how OTT platforms can foster brand loyalty through metaverse and eudemonic experiences among Gen Z consumers.
Metaverse and eudemonic experiences plays an important role in capturing the attention of techno-savvy Generation Z consumers on OTT platforms. Hence, the adoption of metaverse technology and fulfilment of eudemonic needs could increase consumer engagement and generate brand loyalty to OTT platforms. To this end, this research will investigate how OTT platforms can create brand loyalty through metaverse and eudemonic experiences among Gen Z consumers in South Africa.
A quantitative research approach will be undertaken, collecting data from 384 Generation Z respondents via an online questionnaire. Reliability and validity tests will be performed to validate the scales that will be used in the study. The structural equation modelling (SEM) technique will be used to analyse the data and relationships between the dimensions of brand loyalty, metaverse experiences as well as eudemonic experiences.
The hypothetical framework will provide valuable scholarly and managerial insights into eudemonia and the metaverse by integrating immersive experiences to promote consumer well-being, which fosters brand loyalty. Furthermore, a hypothetical framework analysing eudemonic and the metaverse in marketing can help organisations build innovative marketing strategies, personalised consumer experiences, and a deeper understanding of consumer behaviour among the Gen Z cohort.
Metaverse and eudemonic experiences plays an important role in capturing the attention of techno-savvy Generation Z consumers on OTT platforms. Hence, the adoption of metaverse technology and fulfilment of eudemonic needs could increase consumer engagement and generate brand loyalty to OTT platforms. To this end, this research will investigate how OTT platforms can create brand loyalty through metaverse and eudemonic experiences among Gen Z consumers in South Africa.
A quantitative research approach will be undertaken, collecting data from 384 Generation Z respondents via an online questionnaire. Reliability and validity tests will be performed to validate the scales that will be used in the study. The structural equation modelling (SEM) technique will be used to analyse the data and relationships between the dimensions of brand loyalty, metaverse experiences as well as eudemonic experiences.
The hypothetical framework will provide valuable scholarly and managerial insights into eudemonia and the metaverse by integrating immersive experiences to promote consumer well-being, which fosters brand loyalty. Furthermore, a hypothetical framework analysing eudemonic and the metaverse in marketing can help organisations build innovative marketing strategies, personalised consumer experiences, and a deeper understanding of consumer behaviour among the Gen Z cohort.