How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique

نویسندگان

چکیده

Purpose Given the acute competition between music-streaming platforms (MSPs), purpose of this study is to identify relational motivators brand loyalty towards MSP in terms user-brand involvement, trust, engagement, recommendation and loyalty. Design/methodology/approach Cross-sectional quantitative data, gathered from a total 340 eligible respondents via an online questionnaire survey, were empirically analysed validated using hybrid predictive-analytics structural equation modelling (SEM) Artificial Neural Network (ANN) method. Findings The results demonstrate that involvement promotes toward by fostering trust positive word-of-mouth. SEM ANN data comparison reveals good consistency. Research limitations/implications generalizability research outcomes may be constrained, as only considers single country (i.e. Malaysia) one music streaming platform Spotify). This highlighted relevance non-core supporting services cultivation loyalty, particularly their salient roles promoting favourable attitudes behaviours brands. Practical implications insights produced can aid MSPs devising better user retention strategies used maintain competitive edge over time. findings made it abundantly evident practitioners should facilitate more cooperative activities encourage and, ultimately, foster Originality/value has addressed major gap examining roots which transcend typical focus on transactional factors technical lock-in. pioneered investigation with involvement.

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ژورنال

عنوان ژورنال: Journal of Product & Brand Management

سال: 2022

ISSN: ['2054-1643', '1061-0421']

DOI: https://doi.org/10.1108/jpbm-02-2022-3855