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The effectiveness of long tail marketing on consumer behaviour towards online streaming channels: a thematic approach

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  • Greeshma Radhakrishnan
  • Rahul Ajayakumar
  • G. Sandhya

Abstract

Consumer behaviour is complex. It is interesting to understand the consumer's intention towards online streaming channels, and their preference towards popular and unpopular shows, which is a topic that is fascinating among tech-savvy individuals. This paper aims to understand Indian consumers' aspects or reasons behind the preference for unpopular contents in the online streaming channels. Purposive sampling technique was used in choosing the participants and FGDs were organised to draw thematic content in the context of the study. Inductive thematic analysis gave way to other dimensions such as preference on genre, preference on category and count on unpopular content that progressed out of the themes. Preference for unpopular content, research on unpopular content, continued exploration of unpopular content and counting on unpopular content influenced the viewers watching unpopular shows on online streaming channels.

Suggested Citation

  • Greeshma Radhakrishnan & Rahul Ajayakumar & G. Sandhya, 2023. "The effectiveness of long tail marketing on consumer behaviour towards online streaming channels: a thematic approach," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 32(3), pages 390-409.
    • Handle: RePEc:ids:ijbire:v:32:y:2023:i:3:p:390-409
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