Advance Search

Effect of nostalgia content with the consumption of streaming platforms

Gerson Jaquin Cristancho Triana | Bio
Universidad ECCI
Alejandra López Díaz | Bio
Universidad ECCI
Erika Julieth Muñoz Merchán | Bio
Universidad ECCI
Geyson Stiven González Camacho | Bio
Universidad ECCI
Keywords:
Copyright and Licensing:

Copyright (c) 2024 Anagramas Rumbos y Sentidos de la Comunicación

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

  • Articles
  • Submitted: February 22, 2023
  • Published: March 5, 2024

Abstract

Television content consumption has undergone significant changes in recent years due to the accelerated momentum of video subscription services on demand or also known as streaming services, which have taken advantage of this impulse to resume the old content, which for some is called nostalgia, which in the Colombian context translates into content related to novels, films and television series produced in the country years ago. In that sense, this research aims to identify if the attitude towards streaming services and nostalgic content influence the intention to purchase these services with nostalgic content, For this, a descriptive study was used as a methodology, with a quantitative approach, and a questionnaire was applied in the digital format to 474 adult men and women with appreciation for the nostalgic content of the city of Bogota. Through a confirmatory factor analysis and a causal model using the boobstrapping technique, 4 of the 5 hypotheses proposed were verified. The results indicate that the attitude towards a streaming services platform does not directly influence the subscription intention if they have nostalgia content, while the attitude towards nostalgia content and the influence towards consuming this content does affect the consumption intention. The study becomes a relevant input to understand the dynamics of consumption of streaming services in the Latin American context.

PDF (Español)
PDF (Español)

References

  1. Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs: Prentice-Hall, Inc.
  2. Ajzen, I. & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453-474.
  3. Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In J. Kuhl & J. Beckmann. (Eds.), Action Control, Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-69746-3_2
  4. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  5. Aragón, Ó. G., Melian, A. G., & Nebot, A. (2022). Comportamiento de compra y actitud ante el greenwashing: estudio comparativo entre consumidores de territorios con diferente desarrollo económico. Universidad & Empresa, 24(42), 1-29.
  6. Arellano, R. (2010). Marketing: Enfoque América Latina. México: Pearson Educación
  7. Arrieta, E. A., Castillo, L. M., & Amillategui, B. N. (2020). Pandemia, consumo audiovisual y tendencias de futuro en comunicación. Revista de Comunicación y Salud: RCyS, 10(2), 149-183.
  8. Asmar, S. (2021). Plataformas de streaming ya alcanzaron 25% del mercado televisivo a nivel mundial. Diario La República. https://www.larepublica.co/internet-economy/plataformas-de-streaming-yaalcanzaron-25-del-mercado-televisivo-a-nivel-mundial-3135530
  9. Baena Paz, G. (2017). Metodología de la investigación. Grupo Editorial Patria.
  10. Biesen, S. C., Campbell, P., Castellano, M., Davis, A., Gauthier, P., Maganzani, P., . & Ciasullo, A. M. (2019). Netflix nostalgia: Streaming the past on demand. Rowman & Littlefield.
  11. Camilleri, M. A., & Falzon, L. (2021). Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing-ESIC, 25(2), 217-238. https://doi.org/10.1108/SJME-04-2020-0074
  12. Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303.
  13. https://doi.org/10.1016/j.tele.2017.12.003
  14. Cristancho-Triana, G. J., Cardozo-Morales, Y. C., & Camacho-Gómez, A. S. (2022). Tipos de centennials en la red social TikTok y su percepción hacia la publicidad. Revista CEA, 8(17), 1-19. https://doi.org/10.22430/24223182.1933
  15. Cui, R. (2015). A review of nostalgic marketing. Journal of Service Science and Management, 8(01), 125. https://doi.org/10.4236/jssm.2015.81015
  16. Davari, A., Iyer, P., & Guzmán, F. (2017). Determinants of brand resurrection movements: Why consumers want dead brands back? European Journal of Marketing, 51(11/12), 1896–1917. https://doi.org/10.1108/EJM-02-2016-0096
  17. Dion, D., & Mazzalovo, G. (2016). Reviving sleeping beauty brands by rearticulating brand heritage. Journal of Business Research, 69(12), 5894–5900. https://doi.org/10.1016/j.jbusres.2016.04.105
  18. Ewen, N. (2020). “Talk to Each Other Like It’s 1995”: Mapping Nostalgia for the 1990s in Contemporary Media Culture. Television & new media, 21(6), 574-580. https://doi.org/10.1177/1527476420919690
  19. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
  20. Gilal, N. G., Zhang, J., Gilal, F. G., & Gilal, R. G. (2020). Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements. Journal of brand management, 27, 160-180. https://doi.org/10.1057/s41262-019-00170-w
  21. Gómez, R. y Muñoz Larroa, A. (2023). Netflix en México: un ejemplo de las estrategias de negocios transnacionales del gigante tecnológico. Televisión y nuevos medios, 24(1), 88–105. https://doi.org/10.1177/15274764221082107
  22. Hartmann, B. J., & Brunk, K. H. (2019). Nostalgia marketing and (re-) enchantment. International Journal of Research in Marketing, 36(4), 669–686. https://doi.org/10.1016/j.ijresmar.2019.05.002
  23. Heinberg, M., Katsikeas, C. S., Ozkaya, H. E., & Taube, M. (2020). How nostalgic brand positioning shapes brand equity: Differences between emerging and developed markets. Journal of the Academy of marketing Science, 48, 869-890. https://doi.org/10.1007/s11747-019-00637-x
  24. Henseler, J., Ringle, C. & Sinkovics, R. (2009). The use of partial least squares path modeling in international marketing. In R. Sinkovics & P. Ghauri. (Eds.), New challenges to international marketing, 277-319. Emerald Group Publishing Limited, Bingley.
  25. Horowitz, J. L. (2019). Bootstrap methods in econometrics. Annual Review of Economics, 11, 193-224. https://doi.org/10.1146/annurev-economics-080218-025651
  26. Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
  27. Jones, B. (2023). Neo-Cult and the Altered Audience: Reviving Cult TV for the Post-TV Age. Television & New Media, 24(5). https://doi.org/10.1177/15274764231171068
  28. Ju, I., Kim, J., Chang, M. J., & Bluck, S. (2016). Nostalgic marketing, perceived self-continuity, and consumer decisions. Management Decision, 54(8), 2063-2083. https://doi.org/10.1108/MD-11-2015-0501
  29. Kinnally, W., & Bolduc, H. (2020). Integrating the theory of planned behavior and uses and gratifications to understand music streaming intentions and behavior. Atlantic Journal of Communication, 28(3), 165-179. https://doi.org/10.1080/15456870.2020.1718676
  30. Langaro, D., Loureiro, S. M., & Contreiras, M. L. (2020). The impact of nostalgia and probability markers on the effectiveness of advertising creative strategies. Journal of Promotion Management, 26(6), 791-811. https://doi.org/10.1080/10496491.2020.1745982
  31. Leiner, D. J., & Neuendorf, N. L. (2022). Does Streaming TV Change Our Concept of Television?. Journal of Broadcasting & Electronic Media, 66(1), 153-175. https://doi.org/10.1080/08838151.2021.2013221
  32. Leowarin, T., & Thanasuta, K. (2021). Consumer Purchase Intention for Subscription Video-on-Demand Service in Thailand. Journal of Business Administration and Languages (JBAL), 9(1), 14-26.
  33. Lesmes, L. (2021). El momento del ‘streaming.’ Portafolio.co. https://www.portafolio.co/revistaportafolio/ el-momento-del-streaming-548902
  34. Lestari, E., & Soesanto, O. R. C. (2020). Predicting factors that influence attitude to use and its implications on continuance intention to use SVOD: study on netflix users of indonesia. Jurnal Manajemen, 15(2), 183-208. http://dx.doi.org/10.19166/derema.v15i2.2541
  35. Li, Y., Lu, C., Bogicevic, V. and Bujisic, M. (2019). The effect of nostalgia on hotel Brand attachment. International Journal of Contemporary Hospitality Management, 31(2),691-717. https:// doi.org/10.1108/IJCHM-12-2017-0797
  36. Muehling, D. D., Sprott, D. E., & Sultan, A. J. (2014). Exploring the boundaries of nostalgic advertising effects: A consideration of childhood brand exposure and attachment on consumers’ responses to nostalgia-themed advertisements. Journal of Advertising, 43(1), 73-84. https://doi.org/10.1080/00913367.2013.815110
  37. Natterer, K. (2014). How and Why to Measure Personal and Historical Nostalgic Responses Through Entertainment Media. International Journal on Media Management, 16(3-4), 161–180. https://doi.org/10.1080/14241277.2014.989567
  38. Natterer, K. (2015). Research note: Nostalgia as the future for branding entertainment media?
  39. The consumption of personal and historical nostalgic films and its effects. In Siegert, G., Förster, K., Chan-Olmsted, S., Ots, M. (eds) Handbook of Media Branding. Springer, Cham. https:// doi.org/10.1007/978-3-319-18236-0_14
  40. Oliveira, A., Azevedo, A., & da Silva, S. M. (2020). Streaming Services Consumer Behaviour: A Netflix User Case Study in Brazil and Portugal. ICETE (3), 173-180.
  41. Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of retailing and consumer services, 52, 101934. https://doi.org/10.1016/j.jretconser.2019.101934
  42. Pérez, B. M. (2021). Streaming: ventajas, desafíos y oportunidades de las radiotelevisiones para captar audiencias. Revista de Ciencias de la Comunicación e Información, 45-65. https://doi.org/10.35742/rcci.2021.26.e85
  43. Rana, S., Raut, S. K., Prashar, S., & Hamid, A. B. A. (2020a). Promoting through Consumer Nostalgia: A Conceptual Framework and Future Research Agenda. Journal of Promotion Management, 27(2), 211–249. https://doi.org/10.1080/10496491.2020.1829773
  44. Richeri, G. (2020). The audiovisual industry and the structural factors of the television crisis. In Wasko, J. & Meehan, E. A companion to television. John Wiley & Sons, 129-144. https://doi.org/10.1002/9781119269465.ch6
  45. Sandoval, M. (1994). La psicología del consumidor. Una discusión desde su estado actual y aportes al mercadeo. Suma Psicológica,1(2). 163-176.
  46. Sanson, K., & Steirer, G. (2019). Hulu, streaming, and the contemporary television ecosystem. Media, Culture & Society, 41(8), 1210–1227. https://doi.org/10.1177/0163443718823144
  47. Sedikides, C., Wildschut, T., Routledge, C., Arndt, J., Hepper, E. G., & Zhou, X. (2015). To nostalgize: Mixing memory with affect and desire. In Advances in experimental social psychology, 51, 189-273. Academic Press. https://doi.org/10.1016/bs.aesp.2014.10.001
  48. Shaw, C. (2021). Introduction: Television and nostalgia now. The Journal of Popular Television, 9(3), 287–291. https://doi.org/10.1386/jptv_00056_2
  49. Situmorang, S. H., & Harmawan, W. A. (2022). Customer Value, Brand Experience, and User Experience on Customer Satisfaction and Loyalty in Digital Streaming Services. In Handbook of Research on Smart Management for Digital Transformation (pp. 233-255). IGI Global.
  50. Straubhaar, J., Santillana, M., de Macedo Higgins Joyce, V., Duarte, L.G. (2021). Streaming Television, Netflix, and Transverse Transnationalism. In from Telenovelas to Netflix: Transnational, Transverse Television in Latin America. New Directions in Latino American Cultures. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-77470-7_6
  51. Tefertiller, A. (2020). Cable cord-cutting and streaming adoption: Advertising avoidance and technology acceptance in television innovation. Telematics and Informatics, 51, 101416. https://doi.org/10.1016/j.tele.2020.101416
  52. TM, A., Singh, S., Khan, S. J., Ul Akram, M., & Chauhan, C. (2021). Just one more episode: exploring consumer motivations for adoption of streaming services. Asia Pacific Journal of Information Systems, 3(1), 17-42. https://doi.org/10.14329/apjis.2021.31.1.17
  53. Vivar, N. G. R., & Valenzuela, M. D. L. Á. M. (2018). El consumo por nostalgia, un negocio
  54. creciente en Estados Unidos. Revista Jurídica del Departamento de Derecho, 10, 45-68. https://doi.org/10.36796/biolex.v18i0.18
  55. Watts, J., Bonus, J., & Wing, H. (2020). Celebrating your circle of life: Eudaimonic responses to nostalgic entertainment experiences. Journal of Communication, 70(6), 794-818. https://doi.org/10.1093/joc/jqaa030
  56. Wayne, M. L. (2018). Netflix, Amazon y contenido de televisión de marca en portales de video bajo demanda por suscripción. Medios, Cultura y Sociedad, 40(5), 725–741. https://doi.org/10.1177/0163443717736118
  57. Wayne, M. L. (2020). Global streaming platforms and national pay-television markets: a case study of Netflix and multi-channel providers in Israel. The Communication Review, 23(1), 29-45. https://doi.org/10.1080/10714421.2019.1696615
  58. Weingarten, E., & Wei, Z. (2023). Nostalgia and Consumer Behavior. Current Opinion in Psychology, 49, 101555. https://doi.org/10.1016/j.copsyc.2022.101555
  59. Whitehouse, S. (2022). “Taking a chance on a record”: lost vinyl consumption practices in the age of music streaming. Consumption Markets & Culture, 26(1), 64-80. https://doi.org/10.1080/10253866.2022.2134124
  60. Wulf, T., Rieger, D., & Schmitt, J. B. (2018). Blissed by the past: Theorizing media-induced nostalgia as an audience response factor for entertainment and well-being. Poetics, 69, 70-80. https://doi.org/10.1016/j.poetic.2018.04.001
  61. Zhao, G., Muehling, D. D., & Kareklas, I. (2014). Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising. Journal of Advertising, 43(3), 244–255. https://doi.org/10.1080/00913367.2013.853633
How to Cite
Cristancho Triana, G. J., López Díaz, A., Muñoz Merchán, E. J., & González Camacho, G. S. (2024). Effect of nostalgia content with the consumption of streaming platforms. Anagramas Rumbos Y Sentidos De La Comunicación, 22(44), 1-20. Retrieved from https://revistas.udem.edu.co/index.php/anagramas/article/view/4445

Downloads

Download data is not yet available.

Send mail to Author

Send Cancel

We are indexed in