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Video streaming industry: how can streaming video companies boost customer re-purchase itention in Portugal
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| 1.54 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, conjoint analysis, an analytical approach, was used delineating preferences,
regarding the aforementioned brands and emphasizing attributes as account sharing and show
virality, with potential dispersion in preferences mitigated through strategic technological
innovation.
Descrição
Palavras-chave
Video streaming industry Platforms Re-purchase intention Customers´ preferences Customers´ perceptions Attributes Marketing research Portugal