|
| Variables | Mean | SD |
|
| Product awareness (α = 0.695, CR = 0.832, AVE = 0.623) | 4.02 | 0.755 |
| Digital marketing provides me quality and updated information on OTT platforms. | 4.05 | 0.985 |
| Consumers can access product information and purchase items quickly. | 3.98 | 0.904 |
| Digital marketing media provides multiple opportunities to explore the latest product information. | 4.03 | 0.858 |
| Convenience (α = 0.830, CR = 0.879, AVE = 0.597) | 3.94 | 0.673 |
| I have constant 24 × 7 access to information on the Internet irrespective of week or time maybe. | 3.64 | 0.959 |
| Digital marketing is effective means of product communication and a good source of consumer education. | 3.84 | 0.844 |
| Digital marketing platforms provide quick and convenient service. | 4.10 | 0.872 |
| Digital marketing platforms help in the cocreation of products demands. | 3.91 | 0.889 |
| Digital marketing channels opened doors for consumers to explore various OTT platforms. | 4.19 | 0.801 |
| Information security and personal privacy (α = 0.756, CR = 0.847, AVE = 0.587) | 3.80 | 0.669 |
| Complying with privacy and data sharing is easy through digital marketing. | 3.78 | 0.898 |
| Digital marketing platform assures privacy. | 3.72 | 0.875 |
| Customization and secured information to customers is made possible through digital marketing. | 3.75 | 0.860 |
| Digital marketing helps consumers in making a comparison of products. | 3.95 | 0.894 |
| Feedback and customer compliance (α = 0.789, CR = 0.856, AVE = 0.547) | 4.09 | 0.646 |
| Digital marketing platforms are having the ability to speak your customers’ language. | 3.84 | 0.907 |
| Digital marketing platforms are very much helpful in taking product feedback and opinion. | 4.23 | 0.796 |
| Digital marketing facilitates generating qualified leads. | 4.21 | 0.814 |
| Innovativeness of message and providing customer new perspective are made possible through digital marketing efforts. | 4.23 | 0.813 |
| Digital marketing enables quick resolution of product queries. | 3.92 | 1.084 |
| Customer brand relationship (α = 0.732, CR = 0.849, AVE = 0.652) | 3.88 | 0.643 |
| Digital marketing helps me in searching right product while exploring the OTT platform. | 3.88 | 0.799 |
| Digital marketing platforms have helped a lot in developing and managing better relationships between customers and brands. | 3.92 | 0.770 |
| Digital marketing helps me in searching right product while exploring the OTT platform. | 3.84 | 0.821 |
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