Title: The effectiveness of long tail marketing on consumer behaviour towards online streaming channels: a thematic approach

Authors: Greeshma Radhakrishnan; Rahul Ajayakumar; G. Sandhya

Addresses: Department of Management, Amrita University, Amrita Vishwa Vidyapeetham, Kochi-682 041, Kerala, India ' Department of Management, Amrita University, Amrita Vishwa Vidyapeetham, Kochi-682 041, Kerala, India ' Department of Management, Amrita University, Amrita Vishwa Vidyapeetham, Kochi-682 041, Kerala, India

Abstract: Consumer behaviour is complex. It is interesting to understand the consumer's intention towards online streaming channels, and their preference towards popular and unpopular shows, which is a topic that is fascinating among tech-savvy individuals. This paper aims to understand Indian consumers' aspects or reasons behind the preference for unpopular contents in the online streaming channels. Purposive sampling technique was used in choosing the participants and FGDs were organised to draw thematic content in the context of the study. Inductive thematic analysis gave way to other dimensions such as preference on genre, preference on category and count on unpopular content that progressed out of the themes. Preference for unpopular content, research on unpopular content, continued exploration of unpopular content and counting on unpopular content influenced the viewers watching unpopular shows on online streaming channels.

Keywords: thematic analysis; long tail marketing; focus group methodology; online streaming channels and Indian consumers.

DOI: 10.1504/IJBIR.2023.134889

International Journal of Business Innovation and Research, 2023 Vol.32 No.3, pp.390 - 409

Received: 16 May 2020
Accepted: 29 Apr 2021
Published online: 16 Nov 2023 *

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