Research Article
The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms
Table 5
Consumer engagement: descriptive statistics.
| | Variables | Mean | SD |
| | Vigor (α = 0.800, CR = 0.872, AVE = 0.714) | 3.99 | 0.510 | | Digital marketing platforms influence me to continue using OTT platforms. | 4.01 | 0.632 | | I feel strong and vigorous and devote a lot of time when I see OTT on digital marketing platforms. | 3.96 | 0.589 | | I feel very resilient while watching OTT on digital media. | 4.02 | 0.590 | | Absorption (α = 0.679, CR = 0.824, AVE = 0.610) | 4.07 | 0.552 | | Time flies when I use the online OTT platform. | 4.05 | 0.900 | | On seeing OTT on digital media, I am so absorbed that forgot about everything else. | 4.13 | 0.600 | | I pay a lot of attention to OTT on digital marketing platforms. | 4.03 | 0.619 | | Dedication (α = 0.695, CR = 0.831, AVE = 0.623) | 4.04 | 0.549 | | Digital marketing of OTT inspires me, makes me enthusiastic, and feel proud about it. | 4.06 | 0.861 | | Digital marketing of the OTT platform makes the OTT platform full of meaning and purpose to me. | 4.02 | 0.637 | | Digital marketing of the OTT platform excites me and creates a lot of interest in it. | 4.05 | 0.599 |
|
|
Source: calculated from primary data.
|
