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

Table 7

Consumer purchase intention of OTT.

Variables	Mean	SD
Purchase intention (α = 0.812, CR = 0.870, AVE = 0.572)	4.04	0.654
I can recognize OTT platforms by seeing its advertisement through digital media platforms.	3.92	0.906
The digital media platform is most helpful in enhancing the reputation of OTT platforms.	3.89	0.954
My affinity towards the OTT platform is enhanced through digital marketing platforms.	3.99	0.852
Digital marketing of OTT platforms helps be in identifying the domain.	4.28	0.760
I would intend to become a customer of OTT platforms.	3.98	0.943

Source: calculated from primary data.