Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal

Bibliographic Details
Main Author: Lyra, Marta Soares
Publication Date: 2024
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/173555
Summary: The burgeoning expansion of video streaming has profoundly disrupted traditional television. A compelling topic emerges as the industry undergoes dynamic transformations, and understanding customer repurchase intention is vital for sustained business success. Focused on Portugal, the research investigates strategies for enhancing repurchase intention among five prominent brands – Netflix, HBO Max, Disney +, Amazon Prime Video, and Apple TV +. To perform this study, two analytical approaches were used, conjoint and perceptual maps analysis, delineating preferences, and perceptions regarding the aforementioned brands and emphasizing attributes as account sharing and show virality, with potential dispersion in preferences mitigated through strategic technological innovation. Keywords: Video Streaming Industry, Platforms, Re-purchase Intention, Customers’ Preferences, Customers’ Perceptions, Attributes, Marketing Research, Portugal.
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spelling Video streaming industry: how can video streaming companies enhance customer re-purchase intention in PortugalVideo streaming industryPlatformsRe-purchase intentionCustomer´s preferencesCustomer´s perceptionsAttributesMarketing researchPortugalDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe burgeoning expansion of video streaming has profoundly disrupted traditional television. A compelling topic emerges as the industry undergoes dynamic transformations, and understanding customer repurchase intention is vital for sustained business success. Focused on Portugal, the research investigates strategies for enhancing repurchase intention among five prominent brands – Netflix, HBO Max, Disney +, Amazon Prime Video, and Apple TV +. To perform this study, two analytical approaches were used, conjoint and perceptual maps analysis, delineating preferences, and perceptions regarding the aforementioned brands and emphasizing attributes as account sharing and show virality, with potential dispersion in preferences mitigated through strategic technological innovation. Keywords: Video Streaming Industry, Platforms, Re-purchase Intention, Customers’ Preferences, Customers’ Perceptions, Attributes, Marketing Research, Portugal.Schmitt, DanielaRUNLyra, Marta Soares2024-10-16T08:53:36Z2024-01-162024-01-162024-01-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/173555TID:203601815enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-10-21T01:38:41Zoai:run.unl.pt:10362/173555Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T18:59:33.511855Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
title Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
spellingShingle Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
Lyra, Marta Soares
Video streaming industry
Platforms
Re-purchase intention
Customer´s preferences
Customer´s perceptions
Attributes
Marketing research
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
title_full Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
title_fullStr Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
title_full_unstemmed Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
title_sort Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
author Lyra, Marta Soares
author_facet Lyra, Marta Soares
author_role author
dc.contributor.none.fl_str_mv Schmitt, Daniela
RUN
dc.contributor.author.fl_str_mv Lyra, Marta Soares
dc.subject.por.fl_str_mv Video streaming industry
Platforms
Re-purchase intention
Customer´s preferences
Customer´s perceptions
Attributes
Marketing research
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Video streaming industry
Platforms
Re-purchase intention
Customer´s preferences
Customer´s perceptions
Attributes
Marketing research
Portugal
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The burgeoning expansion of video streaming has profoundly disrupted traditional television. A compelling topic emerges as the industry undergoes dynamic transformations, and understanding customer repurchase intention is vital for sustained business success. Focused on Portugal, the research investigates strategies for enhancing repurchase intention among five prominent brands – Netflix, HBO Max, Disney +, Amazon Prime Video, and Apple TV +. To perform this study, two analytical approaches were used, conjoint and perceptual maps analysis, delineating preferences, and perceptions regarding the aforementioned brands and emphasizing attributes as account sharing and show virality, with potential dispersion in preferences mitigated through strategic technological innovation. Keywords: Video Streaming Industry, Platforms, Re-purchase Intention, Customers’ Preferences, Customers’ Perceptions, Attributes, Marketing Research, Portugal.
publishDate 2024
dc.date.none.fl_str_mv 2024-10-16T08:53:36Z
2024-01-16
2024-01-16
2024-01-16T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/173555
TID:203601815
url http://hdl.handle.net/10362/173555
identifier_str_mv TID:203601815
dc.language.iso.fl_str_mv eng
language eng
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dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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