The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms

<table class="table-group" id="tab6"><tr><td><table class="table"><tr><td class="thead-hr" colspan="3"><hr/></td></tr><tr class="thead"><td class="align_left">Variables</td><td class="align_center">Mean</td><td class="align_center">SD</td></tr><tr><td class="thead-hr" colspan="3"><hr/></td></tr><tr><td class="align_left"><i>Brand image (α = 0.758, CR = 0.845, AVE = 0.578)</i></td><td class="align_center">4.02</td><td class="align_center">0.666</td></tr><tr><td class="align_left">Digital marketing helps in customer empowerment for better informed decision-making.</td><td class="align_center">3.94</td><td class="align_center">0.821</td></tr><tr><td class="align_left">My willingness to become a customer of the OTT platform is great.</td><td class="align_center">4.12</td><td class="align_center">0.813</td></tr><tr><td class="align_left">I can reliably predict how this OTT platform will perform.</td><td class="align_center">4.09</td><td class="align_center">0.863</td></tr><tr><td class="align_left">This OTT platform comes to mind immediately when I want to purchase an online streaming service.</td><td class="align_center">4.09</td><td class="align_center">0.886</td></tr><tr class="table-tr"><td colspan="3"><hr class="tbody-hr"/></td></tr></table></td></tr><tr class="table-fn"><td><div>Source: calculated from primary data.<br/></div></td></tr></table>

Journal of Mathematics

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Table 6

Table 6: The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms 