Understanding the behavioural intention of students for education via OTT platforms driven by social media advertisements

Purpose The paper aims to examine students' feelings about studying through over-the-top (OTT) education and how they are influenced by social media advertisements (SMA) while browsing the Internet. The study looked into the factors influencing students' behavioural intention (BI) for OTT education, which helps meet their individual needs beyond the limits of traditional platforms. Design/methodology/approach Data were collected through an online survey using a structured questionnaire from 345 students in the present study from various districts of Rajasthan in India. The collected data were analysed using the partial least square–structural equation modelling to substantiate the hypotheses and make inferences. Findings The study provided an inclusive model by probing the effect of four SMA features [Informativeness (INFO), Entertainment (ENT), Trust (TRU) and Reward (RWD)] on Brand Engagement (BE). It emphasises casing gaps in the literature regarding the consequence of BE on BI in the OTT market. The results highlighted a significant relationship between BE on BI. At the same time, all relationships proved significant for SMA, apart from TRU. The pioneering research jointly studies these factors in the model, predominantly in the streaming platforms, with empirical data. Originality/value To the best of the authors’ understanding, previous research lacks in focusing ENT, INFO, TRU and RWD’s relation to BE and identifying its effect on OTT education in the Indian context. Using the present study, marketers in the competitive world can better facilitate the adoption of OTT platforms, the factors impacting brand engagement for students and their views on the topic.