Title: Identifying consumers' purchase intentions for digital streaming platforms in South India: a PLS-SEM based approach

Authors: Latika Sharma; Deepthi Sankar; Himanshu Bagdi; Mridul Trivedi

Addresses: Department of Commerce, School of Business and Commerce, Manipal University Jaipur, Jaipur, 303007, Rajasthan, India ' Department of Business Administration, Saintgits College of Engineering (Autonomous), Kottukulam Hills, Pathamuttom P.O, Kottayam, Pin 686532, Kerala ' Department of Commerce, Hansraj College, University of Delhi Delhi, 110007, India ' Department of Business Administration, School of Business and Commerce, Manipal University Jaipur, Jaipur, 303007, Rajasthan, India

Abstract: The paper analyses young consumers' perceptions of digital streaming platforms (DSP) while perusing social media advertisements (SMAD). The study examined the elements influencing customers' purchase intentions (PIn) for DSP that satisfy their unique needs beyond standard channels. The paper investigates young customers' attitudes towards DSP while they browse SMAD. The study examined the factors influencing customers' purchase intentions (PIn) for media streaming services that meet their needs outside traditional platforms. Online survey with a designed questionnaire was used to gather data from customers from several areas of Kerala in India. The information was examined by employing the Smart PLS. The article presented a comprehensive framework by examining impact of SMAD attributes on consumer brand engagement (CBET) as a mediator influencing PIn on DSP. It highlights the existing gaps in the literature concerning the impact of CBE on PIn within the streaming platforms. All relationships proved significant for SMAD, except TRT.

Keywords: digital streaming platforms; DSP; India; purchase intention; social media advertisement; partial least square - structural equational modelling.

DOI: 10.1504/IJEB.2026.151461

International Journal of Electronic Business, 2026 Vol.21 No.2, pp.198 - 215

Received: 05 Feb 2024
Accepted: 20 Oct 2024
Published online: 02 Feb 2026 *

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