Title: Neuromarketing and e-commerce: analysis of over the top platform homepages

Authors: Aitor González-Bengoechea; Francisco José Gil-Ruiz; María Hernández-Herrera; Raquel Ayestarán-Crespo

Addresses: University of Francisco de Vitoria, 28223, Pozuelo de Alarcón, Madrid, Spain ' University of Francisco de Vitoria, 28223, Pozuelo de Alarcón, Madrid, Spain ' University of Francisco de Vitoria, 28223, Pozuelo de Alarcón, Madrid, Spain ' University of Francisco de Vitoria, 28223, Pozuelo de Alarcón, Madrid, Spain

Abstract: This paper focuses on the sector of over the top (OTT) platforms, whose market figures are becoming increasingly remarkable in terms of global trade, in the context of the online entertainment business. Firstly, these platforms are presented as an e-commerce model based on entertainment which focuses on attracting and maintaining subscribers. Secondly, a connection is established between e-commerce and neuromarketing and communication media in order to subsequently analyse, from the neuromarketing perspective, several successful streaming portals with a marked international character: Netflix, Amazon Prime Video, HBO Max, and Disney +. The object of study is limited to the homepages of the platforms' websites. Using an analysis matrix adapted for this case based on the work by several expert authors in the field, this paper shows how each platform states its value proposition to the consumer.

Keywords: neuromarketing; homepage; OTT platforms; e-commerce; user experience; web analysis; website; consumer; online entertainment; communication media.

DOI: 10.1504/IJSOI.2023.132354

International Journal of Services Operations and Informatics, 2023 Vol.12 No.3, pp.253 - 266

Received: 13 Mar 2023
Accepted: 30 Mar 2023
Published online: 18 Jul 2023 *

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