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Video streaming industry: how can video streaming companies enhance customer re-purchase intention in Portugal
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| 2.26 MB | Adobe PDF |
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Resumo(s)
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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Palavras-chave
Video streaming industry Platforms Re-purchase intention Customer´s preferences Customer´s perceptions Attributes Marketing research Portugal