Social Listening as a Marketing Strategy to Analyze Beyond Consumer Buyology in the OTT Industry : A Research Note

Authors

  •   Sonal Khatri Research Scholar, Global Business School & Research Centre, Dr. D. Y. Patil Vidyapeeth, Pune & Academic Associate (Marketing Area), Indian Institute of Management, Bangalore (IIMB), Billekahalli, Opp. Apollo Hospital, Bangalore - 560 076, Karnataka
  •   Shailendrakumar Kale Professor, Global Business School & Research Centre, Dr. D. Y. Patil Vidyapeeth, Pune, Tathawade, Pune - 411 033, Maharashtra

DOI:

https://doi.org/10.17010/pijom/2022/v15i1/167861

Keywords:

Social Listening

, Consumer Buyology, Over The Top (OTT), Online Entertainment, Social Media, Marketing Strategy.P>Paper Submission Date, January 6, 2022, Paper Sent Back for Revision, January 8, Paper Acceptance Date, January 10, Paper Published Online, January 15, 2022.

Abstract

The burgeoning vogue of over the top (OTT) media in India has amplified the competition in the Indian entertainment industry, trying its best to win over the viewers by understanding their buyology. However, capturing the sentiments and expectations attached with rapidly changing entertainment choices and preferences of the OTT viewers is beyond understanding consumer buyology. Literary sources highlighted that there are various studies on social media catering to distinct perspectives. However, studies focusing on social listening in the OTT industry’s context are limited. Hence, there is a void in the ideologies and theoretical contribution on social listening concerning the OTT industry. This research note, perhaps formulated for massive research on social media in OTT, attempted to introduce the 4Rs of social listening such as, reach & enquire; relate & evolve; respond & engage; and relationship building & emotional connect.

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Author Biographies

Sonal Khatri, Research Scholar, Global Business School & Research Centre, Dr. D. Y. Patil Vidyapeeth, Pune & Academic Associate (Marketing Area), Indian Institute of Management, Bangalore (IIMB), Billekahalli, Opp. Apollo Hospital, Bangalore - 560 076, Karnataka

ORCID iD : https://orcid.org/0000-0003-2862-2605

Shailendrakumar Kale, Professor, Global Business School & Research Centre, Dr. D. Y. Patil Vidyapeeth, Pune, Tathawade, Pune - 411 033, Maharashtra

ORCID iD : https://orcid.org/0000-0002-7414-8898

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Published

2022-01-20

How to Cite

Khatri, S., & Kale, S. (2022). Social Listening as a Marketing Strategy to Analyze Beyond Consumer Buyology in the OTT Industry : A Research Note. Prabandhan: Indian Journal of Management, 15(1), 53–58. https://doi.org/10.17010/pijom/2022/v15i1/167861

Issue

Volume 15, Issue 1, January 2022

Section

Articles
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