The Impact of Social Media Marketing on the Intention to Use OTT Streaming Platforms of Gen Z

Abstract

The rapid growth of Over-The-Top (OTT) video streaming platforms has transformed the entertainment industry, with Generation Z (Gen Z) emerging as a significant consumer segment. This research paper investigates the impact of social media marketing on the behavioural intention of Gen Z to use OTT streaming platforms. Utilising the framework of the Uses and Gratifications Theory, this study aims to uncover the motivations and preferences that drive Gen Z's adoption of OTT streaming services. Through a comprehensive analysis of social media marketing strategies, content consumption patterns, and consumer attitudes, this research offers insights into how OTT platforms can effectively engage and retain Gen Z users.