Understanding the content experience of Netflix users: An empirical study of relevance, trustworthiness and engagement.
Author(s): 1 Ms. Dayawati Yadav. 2 Dr. Akshita Jain
Authors Affiliations:
1.Ph.D Scholar. School of Commerce. IIS (Deemed to be University), Jaipur
2. Sr. Assistant Professor, Department of Business Studies, IIS (Deemed to be University), Jaipur
DOIs:10.2015/IJIRMF/202610015 | Paper ID: IJIRMF202610015ABSTRACT:
This study examines at how content marketing affects Netflix user' s consumer engagement. Understanding the factors that influence user engagement has become essential due to the over-the-top (OTT) platforms' rapid expansion and the growing competition in the digital entertainment sector. The study uses an exploratory methodology and uses a structured questionnaire to collect primary data from 220 active Netflix users. Based on previously published research, important factors like content relevance, content credibility, entertainment value, and personalization were determined.
Reliability testing, the Kaiser-Meyer-Olkin (KMO) and Bartlett's Test, and exploratory factor analysis (EFA) were used in the statistical study. The data's eligibility for factor analysis was confirmed by the findings, which showed great internal consistency (Cronbach's alpha = 0.942) and strong sampling adequacy (KMO = 0.929). Three important factors were identified using EFA: content relevance, content trustworthiness, and user engagement and attachment, which together accounted for 64.896% of the variation.
The results show that perceived content quality, emotional connection, and personalized suggestions are important factors in increasing customer engagement. By presenting actual data on the significance of content-driven tactics in the OTT sector and offering useful advice for raising user engagement through successful content marketing, the research adds to the amount of current knowledge.
Ms. Dayawati Yadav., Dr. Akshita Jain (2026); Understanding the content experience of Netflix users: An empirical study of relevance, trustworthiness and engagement., International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-12, Issue-10, Available on – https://www.ijirmf.com/
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