Role Of Social Risks And Customer Trust In Shaping Purchase Intentions Through Digital Media Marketing In OTT Platforms

Abstract

This study investigates the impact of Digital Media Marketing (DMM) on the purchase intentions of consumers in OTT environments, considering the mediating roles of customer trust and social risks. A descriptive research design was employed, with primary data collected through an online survey from 454 respondents, focusing on their viewing patterns, perceptions of digital marketing, and related variables. The findings indicates that digital marketing significantly influences product awareness and convenience, but the concerns on over privacy and information security is hindering the full engagement of the customers. Customer trust emerged as a critical factor influencing purchase intentions, while social risks, such as societal pressures, were found to have a negative impact. Regression analysis estimated that customer trust and social risks mediate the influence existing between digital marketing and purchase intentions. The study suggests that OTT platforms should focus on enhancing trust-building measures, addressing privacy concerns, and creating culturally sensitive campaigns to reduce social risks, thereby fostering greater consumer engagement and driving purchase decisions.