IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v11y2022i2p74-82.html
   My bibliography  Save this article

Model of the intention of registration on video-on-demand streaming services: A Perspective of brand image and e-WOM in Netflix Indonesia

Author

Listed:
  • Hanan Laras Sabrina

    (Magister Study Program in Management Science, Faculty of Economics and Business, Padjdjaran University, Bandung, Indonesia)

  • R Arief Helmi

    (Magister Study Program in Management Science, Faculty of Economics and Business, Padjdjaran University, Bandung, Indonesia)

  • Rita Komaladewi

    (Magister Study Program in Management Science, Faculty of Economics and Business, Padjdjaran University, Bandung, Indonesia)

  • Syahmardi Yacob

    (Faculty of Economics and Business, University of Jambi)

Abstract

Business competition in the era of globalization is increasingly dynamic and complex, especially in the video-on-demand entertainment industry. The increasing number of competitors nowadays makes the company look for strategies to capture and maintain market share. Likewise, it is also easy to find information with increasingly sophisticated internet technology. VOD companies are very active in marketing their products through social media. With so many VOD brands, the researcher wanted to see brand image, e-WOM, and the intention of registration for potential consumers. The first is to find out how the effect of the brand image on the intention of registration. Second, to find out how e-WOM influences register intent. Third, to determine the impact of brand image and e-WOM on the intention of registration —the model tests in major cities in Indonesia with online questionnaire survey techniques. Then use PLS analysis with quantitative methods. The result shows that brand image affects the intention of registration, e-WOM affects the intention of registration and brand image, and e-WOM together strongly affects the customers’ intention of registration. Key Words:Brand Image, E-Wom, Register Intention

Suggested Citation

  • Hanan Laras Sabrina & R Arief Helmi & Rita Komaladewi & Syahmardi Yacob, 2022. "Model of the intention of registration on video-on-demand streaming services: A Perspective of brand image and e-WOM in Netflix Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(2), pages 74-82, March.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:2:p:74-82
    DOI: 10.20525/ijrbs.v11i2.1636
    as

    Download full text from publisher

    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1636/1187
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v11i2.1636
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v11i2.1636?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lee, Khai Sheang & Tan, Soo Jiuan, 2003. "E-retailing versus physical retailing: A theoretical model and empirical test of consumer choice," Journal of Business Research, Elsevier, vol. 56(11), pages 877-885, November.
    2. Rajagopal, 2015. "Consumer Value Management," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 5, pages 119-143, Palgrave Macmillan.
    3. Wu, Paul C.S. & Yeh, Gary Yeong-Yuh & Hsiao, Chieh-Ru, 2011. "The effect of store image and service quality on brand image and purchase intention for private label brands," Australasian marketing journal, Elsevier, vol. 19(1), pages 30-39.
    4. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    5. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rasha Abdel Aziz El Naggar & Noha Bendary, 2020. "Branding Services in Mature Markets: Evidence from Egypt," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(1), pages 1-52, March.
    2. Tan, Huimin & Lv, Xingyang & Liu, Xiaoyan & Gursoy, Dogan, 2018. "Evaluation nudge: Effect of evaluation mode of online customer reviews on consumers’ preferences," Tourism Management, Elsevier, vol. 65(C), pages 29-40.
    3. Alireza Miremadi & Javad Kenarroudi & Omidreza Ghanadiof, 2021. "Evaluation on Role of Electronic Word of Mouth (EWOM) Ads in Customers' Emotions and Choices in E-Shops," International Journal of Industrial Marketing, Macrothink Institute, vol. 6(1), pages 56-80, November.
    4. Zablocki, Agnieszka & Makri, Katerina & Houston, Michael J., 2019. "Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 20-39.
    5. Sauer, Matthias, 2014. "Cue-recognition effects in the assessment of movie trailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 376-382.
    6. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    7. Adis Puska & Admir Beganovic & Allen Popovic Beganovic, 2019. "Consumers' Loyalty Toward Dark Chocolate," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 28(1), pages 245-266, june.
    8. Saeedeh Ahmadi & Saeed Khanagha & Luca Berchicci & Justin J. P. Jansen, 2017. "Are Managers Motivated to Explore in the Face of a New Technological Change? The Role of Regulatory Focus, Fit, and Complexity of Decision‐Making," Journal of Management Studies, Wiley Blackwell, vol. 54(2), pages 209-237, March.
    9. Zou, Lili Wenli & Chan, Ricky Y.K., 2019. "Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology," Journal of Business Research, Elsevier, vol. 94(C), pages 113-127.
    10. Wuryanti Kuncoro & Hanifah Azhar Windyasari, 2021. "Consumer Purchasing Decision Improvement Model through Brand Image, Religiosity, Brand Ambassador and Brand Awareness," International Business Research, Canadian Center of Science and Education, vol. 14(8), pages 1-42, August.
    11. Yousef Ahmad El Dameh & Hamad AL Ghadeer, 2021. "The Impact of Traditional Direct Marketing on Creating Brand Awareness: Case Study on IKEA in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 130-130, July.
    12. Jalees, Tariq & Tariq, Huma & Zaman, Syed Imran & Alam Kazmi, Syed Hasnain, 2015. "Social Media in Virtual Marketing," MPRA Paper 69868, University Library of Munich, Germany, revised 10 Apr 2015.
    13. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    14. International Monetary Fund, 2010. "Export Versus FDI in Services," IMF Working Papers 2010/290, International Monetary Fund.
    15. Hsiang-Ming Lee & Tsai Chen & Ya-Hui Hsu & Yu-Chi Wu, 2018. "Effect Of Complementary Product Fit And Brand Awareness On Brand Attitude After M&As: Word Of Mouth As A Moderator," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 12(1), pages 51-67.
    16. Agossadou, A.J. & Fiamohe, R. & Tossou, H. & Kinkpe, T., 2018. "Agribusiness opportunities for youth in Nigeria: Farmers perceptions and willingness to pay for mechanized harvesting equipment," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277553, International Association of Agricultural Economists.
    17. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
    18. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).
    19. Reema Nofal & Pelin Bayram & Okechukwu Lawrence Emeagwali & Lu’ay Al-Mu’ani, 2022. "The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    20. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:11:y:2022:i:2:p:74-82. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.