Gurpreet Kour and Bhavika Chhabria
Extant literature in Video on Demand (VoD) has taken the consumer perspective; however, the stakeholder perspective is largely neglected. This paper aims to fill this gap by…
Abstract
Purpose
Extant literature in Video on Demand (VoD) has taken the consumer perspective; however, the stakeholder perspective is largely neglected. This paper aims to fill this gap by understanding the strategies to enhance the experience and engage customers from the supplier’s point of view. The purpose of the study is to identify and analyse strategies adopted by over-the-top (OTT) platforms that ensure consumer loyalty in the VoD space.
Design/methodology/approach
Using a qualitative approach and inductive qualitative design, the authors interviewed 16 industry experts associated with OTT platforms in India and people handling various marketing-related positions. Data collected included topics related to industry landscape, the value created for a customer, consumer experience, engagement and platform stickiness. Thematic analysis was used to find meaningful semantic elements.
Findings
This study has found that consumer experience, content differentiation, consumer sense-making and engagement and platform extension as value enhancers as the key strategies been adopted in the Indian context, thereby leading to a platform’s stickiness.
Research limitations/implications
This research offers insights to policymakers of content, digital platforms, media practitioners and managers that are drawing consumers influenced by platform strategies.
Practical implications
This research provides insights to content policy makers, digital platform leaders, media practitioners, and managers who are influencing consumers through platform strategies.
Social implications
The research could help entrepreneurs and marketers understand the perspectives of stakeholders in the VoD industry in India.
Originality/value
The study encourages researchers to explore the concept of stickiness, which may or may not be equivalent to loyalty. It is important to focus on quality, frequency, and regular reminders to help customers return to the same platform in the short term.
Details
Keywords
Candice L. Marti, Huimin Liu, Gurpreet Kour, Anil Bilgihan and Yu Xu
In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer…
Abstract
Purpose
In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer engagement and cultivate loyalty. This conceptual paper examines the transformative potential of artificial intelligence (AI) in the realm of online customer communities, with a particular focus on its creation, management and enhancement facets. The authors explore how AI can revolutionize the dynamics of customer interaction, feedback mechanisms and overall engagement within the service industry.
Design/methodology/approach
This conceptual paper draws from marketing and management literature focusing on customer communities and AI in service and customer engagement contexts with a robust future research agenda.
Findings
A classification of online customer community engagement is provided along with a conceptual framework to guide our understanding of the integration of AI into online customer communities.
Originality/value
This exploration underscores the imperative for service firms to embrace AI-driven approaches to online customer community management, not only as a means to optimize their operations but as a vital strategy to stay competitive in the ever-evolving digital landscape. This paper examines the novel combination of AI with online customer communities and provides the framework in the form of an input-process-output (IPO) model for future research into this integration.
Details
Keywords
Navnidhi Chhikara, Burale Abdulahi, Claudia Munezero, Ravinder Kaur, Gurpreet Singh and Anil Panghal
Sorghum is quite comparable to wheat, rich source of nutrients with various health benefits, and therefore considered as a grain of future. The purpose of this paper is to review…
Abstract
Purpose
Sorghum is quite comparable to wheat, rich source of nutrients with various health benefits, and therefore considered as a grain of future. The purpose of this paper is to review the bioactive active compounds, health benefits and processing of the sorghum. Sorghum is utilized for animal feeding rather than the human food usage. Therefore, this paper focuses on the emerging new health foods with benefits of the sorghum.
Design/methodology/approach
Major well-known bibliometric information sources searched were the Web of Science, Google Scholar, Scopus and PubMed. Several keywords like nutritional value of sorghum, bioactive compounds present in sorghum, health benefits of sorghum and processing of sorghum were chosen to obtain a large range of papers to be analyzed. A final inventory of 91 scientific sources was made after sorting and classifying them according to different criteria based on topic, academic field country of origin and year of publication.
Findings
From the literature reviewed, sorghum processing through various methods, including milling, malting, fermentation and blanching, bioactive compounds, as well as health benefits of sorghum were found and discussed.
Originality/value
Through this paper, possible processing methods and health benefits of sorghum are discussed after detailed studies of literature from journal articles.