Hedonic and eudaimonic entertainment as facilitators of consumer brand engagement: a multiple mediation model for Netflix

Purpose: 

Fierce competition among over-the-top (OTT) platforms has rendered branding a precondition for consumer appeal. This study proposes a new structural equation model for OTT brands, especially Netflix, where hedonic and eudaimonic entertainment motives function as facilitators of consumer brand engagement. 

Design/methodology/approach: 

An online survey was conducted. Structural Equation Modeling was used to build the model and test for various direct, mediation, and moderation effects. 

Findings: 

The results suggest a multiple mediation model in which the relationship between the two types of entertainment and intention to use Netflix is sequentially mediated by consumer attention and consumer brand engagement. Moreover, this study confirms that female consumers, compared to male consumers, exhibit higher levels of consumer brand engagement when motivated by hedonic entertainment. 

Originality/value: 

This is the first study to present a novel structural model for the content consumption of OTT brands and test the role of the two types of entertainment in the intention to use Netflix.