A Study to Know the Impact of Digital Marketing on Behaviour of the Consumers of OTT Platform with Special Reference to Madhya Pradesh

Abstract

This thesis, titled quotA Study to Know the Impact of Digital Marketing on Behaviour of newlinethe Consumers of OTT Platform with Special Reference to Madhya Pradesh,quot explores newlinethe significant influence of digital marketing strategies on consumer behavior within newlineOver-The-Top (OTT) platforms. The study delves into the historical evolution of digital newlinemarketing, from its early days in the 1970s with the advent of online shopping and the newlinepush for efficient computing, to the rise of electronic commerce in the 1980s, and the newlinerevolutionary impact of the World Wide Web in the 1990s. These developments have newlinefirmly established digital marketing as a critical tool for engaging consumers, utilizing newlineinternet marketing, e-marketing, and various digital platforms to reach, convert, and newlineretain customers through interactive, specific, and measurable approaches. newlineThe need for this study arises from the rapid changes in the digital entertainment newlineindustry, particularly with the increasing popularity of OTT platforms. Understanding newlineconsumer behavior in this context is crucial for firms to succeed, as it helps improve newlinesubscription rates, user experiences, and marketing tactics. The research aims to newlineprovide evidence-based recommendations for optimizing marketing efforts, addressing newlineconsumer preferences, and adapting to evolving digital trends. Additionally, the study newlinecontributes to academic understanding by exploring consumer psychology, marketing newlinetheory, and digital media, providing valuable insights for further research and newlinediscussion. newlineThe objectives of the study are multifaceted: to understand the marketing strategies newlineadopted by various OTT platforms; to analyze the impact of digital marketing strategies newlineon the decision-making process of consumers when subscribing to or using OTT newlineplatforms; to investigate the relationship between digital marketing strategies and newlineconsumer behavior, including factors such as satisfaction, loyalty, and brand newlineperception; to examine the impact of digital word of mouth (D-WOM) on consumer newlinebeha