Exploring the marketing paradigm using customer engagement for loyalty intentions towards digital streaming services

This paper examines the role of customer engagement dimensions (affective, conscious, cognitive, enthused, and behavioral engagement) on the loyalty towards digital streaming services. The primary data was collected using a pre validated questionnaire on a Likert five-point scale. The data was collected using online survey and a final sample of 416 was included in the study for further analysis. Five hypotheses were formulated related to the dimension of customer engagement, and it was found that affective and conscious forms of engagement did not have any significant impact on the loyalty towards digital streaming services, however cognitive, enthused, and behavioral forms of engagement were found to have significant impact on the loyalty towards digital streaming services. The findings imply that affective and conscious engagement could be less significant in the digital streaming services. Consequently, the study underscores how these dimensions could be on the agenda of streaming service providers so as to acquire a sustainable subscribed base.