What question did this study set out to answer?

This research aims to explore the factors that influence consumers' intention to continue using OTT applications, focusing on social identity and gratifications.

June 28, 2026FIIB Business Review

What Motivates Consumers to Continue Using Over-the-top (OTT) Apps? An Interplay of Social Identity and Gratifications

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Authors

JTJayanthi ThaniganManipal Academy of Higher Education NUN.A. UtkarshIndian Institute of Management Kashipur

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Implication

Cross-sectional survey examines the motivations for continued use of OTT apps, highlighting brand identity and consumer satisfaction.

Key Points

This research aims to explore the factors that influence consumers' intention to continue using OTT applications, focusing on social identity and gratifications.
Cross-sectional survey design with purposive sampling method, collecting 401 responses from OTT users.
Data analysis utilized structural equation modeling to understand relationships and mediation effects.
Mediation was tested using PROCESS Macro to evaluate the influence of brand experience on brand identification.
Brand experience significantly influences brand identification (p<0.01).
Brand identification mediates the effects of memorable brand experiences, brand-lifestyle congruity, and OTT platform quality on identity-sustaining behavior.
The findings suggest that stronger brand identification leads to increased consumer satisfaction.

Cite This Study

Thanigan et al. (2026) studied this question.

synapsesocial.com/papers/6a40bb4561bb0a67205c6e41 https://doi.org/10.1177/23197145261457716

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What Motivates Consumers to Continue Using Over-the-top (OTT) Apps? An Interplay of Social Identity and Gratifications

Discussion

Member takes

Implication

Key Points

Cite This Study

What Motivates Consumers to Continue Using Over-the-top (OTT) Apps? An Interplay of Social Identity and Gratifications

Discussion

Member takes

Implication

Key Points

Cite This Study

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