Exploring The Impact Of Original Series On Ott Service In Enhancing Brand Loyalty And Brand Equity A Cse Study Of Disney Plus "The Moving" Series

Abstract

In the world of high development of technology, more and more people can access to the Internet and poses a huge change in content consumption. The appearance of OTT service remarks a new age of entertainment and leads to the dramatic drop in the cable traditional consumption. This study delves into the profound impact of original series, using Disney Plus as a case study, specifically examining the series 'The Moving.' The research investigates the intricate relationship between original content, under the theories of Consumer-based brand equity in building brand loyalty and brand equity of OTT services within the realm of Over-The-Top (OTT) services. Convenience sampling was used in a questionnaire-based survey to undertake quantitative research. To evaluate the theories, the partial least square structural equation modelling (PLS-SEM) method was applied to the data. By analyzing viewer engagement, brand awareness strategies, and the portrayal of brand personality in 'The Moving,' this study aims to uncover key insights into how original series contribute to the establishment and augmentation of brand equity and loyalty on the Disney Plus platform. The findings will offer valuable managerial implications for marketing managers and streaming platforms seeking to optimize their original content strategy for enhanced brand recognition and consumer loyalty in the competitive OTT landscape and about to enter emerging market such as Vietnam. The study also contributes a profound contribution for the research context about the role of brand awareness in increasing brand salience and lead to the impact of enhancing brand equity in the context of OTT service and its original series.