Dissertation Report

On
“The Impact of Influencer Marketing on the viewing choice of OTT
Platforms”

Submitted in Partial Fulfillment for the award of

Degree of Master of Business Administration

Scholar Supervisor
Amit Kumar Mandal Dr. Rachin Suri
(42010015) Assistant Professor

Submitted to
Department of Business Administration
NIT, Kurukshetra
May 2022
CERTIFICATE
 Acknowledgement

Any accomplishment requires the effort of many people and this work is no
different. It has been my proud privileges to be attached to do research on
such a topic which gave me the chance to get connected with some great
people who are thoroughly professional and also great pleasure for me to
acknowledge the kind of help, guidance, patience and immense knowledge
received by me during my dissertation work. I was fortunate enough to get
support from many people to whom I shall always remain grateful. I specially
remember and extend my humble words of thanks to Dr. Rachin Suri,
Assistant Professor, Department of Business Administration, and NIT
Kurukshetra under whose supervision and guidance this report was
completed. I am also very grateful to the management of my college where I
have been studying for allowing me to do the course and dissertation.

I am also thankful to my parents, classmates and friends who were in some

way or the other helpful to me in successfully completing this dissertation
report. I firmly believe that there is always scope for improvement; I
welcome any suggestions for future enriching the quality of this dissertation
report.
DECLARATION
Table of Contents
CERTIFICATE........................................................................................................................................................ii
Plagiarism report.....................................................................................................................................................iii
Acknowledgement..................................................................................................................................................iv
DECLARATION.....................................................................................................................................................v
INTRODUCTION...................................................................................................................................................1
INDUSTRY PROFILE........................................................................................................................................1
LITERATURE REVIEW........................................................................................................................................6
RESEARCH METHODOLOGY...........................................................................................................................10
 Sample region...........................................................................................................................................11
 Type of study.............................................................................................................................................11
 Population.................................................................................................................................................11
 Sampling Procedure.................................................................................................................................11
Sampling Unit....................................................................................................................................................12
 Sample Size...............................................................................................................................................12
DATA ANALYSIS INTERPRETATION.............................................................................................................14
Table 3.1 KMO and Bartlett's Test...................................................................................................................14
FINDINGS, DISCUSSIONS, AND RECOMMENDATIONS.............................................................................49
References..............................................................................................................................................................52
APPENDIX: QUESTIONNAIRE..........................................................................................................................54
 CH-1

INTRODUCTION

INDUSTRY PROFILE

Introduction
We live in a digital age when everyone has access to the internet, a medium that connects and
informs everyone. Digital media, sometimes known as alternative media, is how the internet
allows us to communicate, consume material, and obtain fashion inspiration from online
influencers. With the rise of digital media, the notion of exhibiting movies, shows, and other
content through the internet arose. Additionally, the emergence of digital platforms allowed
marketers to target specific audiences on a variety of channels and mediums.
The digital era created a new platform for brands, social media, which was previously
restricted to television, radio, and newspapers. As a result, they came up with the notion of
incorporating their trademarks into movies to draw attention to their products. As a result, as
films developed and joined the digital media landscape, so did the number of advertisements.
It is common in the film industry for product marketers to pay movie producers for the
placement of their brands in movies. Advertising in product placement (PPL) is intended to
influence filmgoers inconspicuously. You do not have a one-time marketing campaign with
in-film posts. Cinema, digital, satellite premieres, VOD (video on demand), pay per view,
DTH, in-flight, and DVD releases are all contact points for a film. The producer doesn't go to
the brand. The remote can't ruin a brand, and consumers can’t click ‘skip ad’ in an in-film ad.
To promote films, brand placements help. For producers, the significant advantage is that
these agreements are written such that the money from brand endorsements is not directly
tied to movie marketing. It's not just about the money that goes into incorporating a brand
into a film; the producer wants to market it through that brand around its release date.
Therefore, producers permit businesses to use film clips in their marketing collateral and
tactical efforts. Many companies also consider the impact on the product of the main
characters. It is a win-win for the company when a celebrity endorses their product or service
and does so without spending a fortune.
In addition, new films appear on the tiny screen more often than in the past. Producers have
recognized this and are taking steps to correct it. The cost of acquiring a movie's

1
title has risen due to the rapid availability of movies on portable devices. In Comparison to
three or four years ago, WTP (World Television Premiere) sponsors are now forced to pay
more than double the price. Because of the high expense of airing a commercial, in-movie
integration is the most excellent option. Those with expertise in the related fields of
advertising, marketing, and communication have made an effort to ascertain how the public
feels about this tactic.
Influencer Marketing
When a specific brand or product is mentioned in another work, such as a film or television
program, to promote it, it is known as influencer marketing. Product placement is another
term for influencer marketing. Product placements are implemented, mentioned, or discussed
throughout the show to foster positive associations between viewers and the advertised brand.
While it is widely accepted that product placement began to enhance the authenticity of
movie scenes, in the modern era, it has evolved into a successful marketing strategy (Morton
& Friedman, 2002). Traditional advertising has become less effective over time, and
marketers are turning to this popular strategy in its place. Thanks to this tool, they have been
able to break through the clutter and decline in advertising ratings (Gupta & Lord, 1998).
In-film branding is a method of promoting commercial products in films. Adverts have taken
advantage of this medium because of the film's entertainment value, emotional quotient, and
psychological impact on viewers. Brands and audiences alike have been able to stand out on
a much larger stage because of this new advertising medium. In the film industry, product
placement is a common practice. Product placement impacts brand equity as a marketing tool
because it raises consumer awareness of a company's unique values and, as a result, its public
image. (Lehu, 2006).
Compared to the exorbitant endorsement fees paid by today’s leading actors, partnering with
films starring them seems like a more affordable option. This industry has attracted a large
number of experienced managers. A brand provides the producer with a certain amount of
media space in exchange for film placement. Several in-film stations occur throughout the
media trade process. Co-branded content is used in the brand's advertisements instead of the
usual campaign. The value of in-film branding

Extends beyond just the brand's on-screen appearance. It extends to the promotion of films as
well. Brands that already have a solid connection to popular culture can
Benefit from in-film advertising. With in-film branding, you will be there for the rest of your
life. Because the film continues to exist, the impact will endure in perpetuity. It can be

2
viewed again and again on satellite channels is a huge advantage. It is even better when done
through a song because people hear the music far more often than they see the movie. To
quote Wenner (in 2004):
Movie studios and television networks used product placement to cut production costs using
rented props (Newell et al. 2006). This fundamental premise holds even as the cost of making
and marketing films and television content rises. Thanks to new technology and creative
marketing strategies, even more products have been incorporated into popular movies and
television shows. It is (Wenner, 2004). The use of product placement in films dates back
almost as far as the history of cinema (Turner, 2003; Newell and Salmon, 2004). A product or
brand is advertised by including it in a film scene where it can be seen or heard. The
advertiser pays, or products and/or services like logistics facilities are swapped during
placement (Karrh, 1998).
OTT platforms
OTT (Over the top) is a method of distributing media over the internet in the form of live
streaming video and audio. The distribution of movies and television shows via the internet,
without the need for a typical pay-TV subscription such as Comcast or Time Warner Cable,
is known as streaming. As a result of the internet era, mobile phones were employed for
entertainment purposes, and OTT was born. Platforms featuring various types of content,
such as Netflix, Amazon Prime, Voot, and Hotstar, have come to light.
At-home binge-watching is becoming increasingly popular, making it more difficult to create
a realistic viewing experience in the lab. It raises ethical and attentional difficulties when
participants must remain focused on a stimulus for as long as binge-watching does (Babin &
Carder,1996). An OTT (over-the-top) service is a service that streams material directly to
clients over the internet. Over the top media services offer streaming media as a standalone
product. Video-on-demand platforms, audio streaming, messaging services, and internet-
based phone calling options are all examples of this term’s application.

While OTT services avoid conventional media distribution routes such as telecoms networks
and cable television providers, you can access all of the services if you have Access to a local
or mobile internet connection. Although most over-the-top (OTT) services need a monthly
membership fee, others do not.
Why use Ott?

3
A low-cost alternative to typical cable bundles, streaming services provide high-quality
material at a low price. Even if you just want to consume a portion of Netflix’s material, the
HD membership costs 499/month, and Netflix's mobile plan costs 199/month. Over-the-top
(OTT) providers such as Netflix and Amazon Prime have recently started generating original
material that is only available through their service. Platforms such as HBO Go and Disney+,
which have exclusive streaming licenses for previously aired material, are doing well.
For many years, cable television viewing required a television set. OTT material may
currently be seen on a broad range of devices. Every account holder will get the same OTT
experience regardless of the device they use.

How is OTT content delivered?

Traditional third-party networks are no longer controlling online content on OTT platforms.
Customers simply need an internet connection and a suitable hardware device to use the
service. A compatible digital storefront is required to download OTT applications for mobile
devices. The vast majority of personal PCs can screen OTT video via desktop programs or
web browsers. With today's most up-to-date intelligent TVs, OTT applications are either pre-
installed or may be downloaded by the user.
Third-party devices like the Apple TV allow for a wide range of OTT explanations to be
supported. OTT applications may be downloaded and run on many modern video gaming
consoles. Aside from video-on-demand, OTT technology encompasses a broad spectrum of
web-based content, such as podcasts and blogs. An OTT media service’s most well-known
format is streaming video. Subscription-based services like Netflix and iTunes and ad-
supported ones like YouTube are all examples of popular platforms.
OTT services make it possible to stream audio. Internet radio stations and podcasts are
generally accepted as examples of this. Mobile SMS networks are bypassed by OTT-based
instant messaging services, which link users directly over the internet. It is not only
Facebook, Google, and Skype that offer these services. In most cases, smartphone text
messaging functionality may be replaced or integrated. OTT Services include voice-over-the-
internet platforms like Skype and others that use internet protocols to carry voice calls.
Certain features of these services can be improved by combining them with mobile phone
networks.
Brands on OTT platforms
OTT is presently the fastest-growing advertising platform, rapidly displacing traditional
media such as television and radio. When it comes to advertising and maintaining a solid

4
brand image, companies usually follow the latest trends. If you're looking for a way to get
your product or brand out in front of people, OTT is a great way. Because the film's producer
had parallel commercial arrangements with both the Lumières and Lever Bros., the presence
of a branded product was not a coincidence. Thomas Edison's amusement films, which
featured images in which he employed his items from his factory, were the first to introduce
the concept of interweaving entertaining with educational themes (Newell et al. 2006).
The value of product placements in movies and television has increased at an estimated
compound rate of 30 percent since 1999, accounting for more than $3 billion in spending and
trade transactions (Kivijarv 2006). As a result, little attention has been devoted to how
products and brands are introduced into entertainment programming through institutional and
organizational mechanisms (Russell & Belch 2005). For traditional advertising, the roles of
marketer, advertising agency, and media space provider may be predicted and controlled
through money exchanges. Still, the product placement’s ‘script to screen' process has
received less attention and is seldom known to anyone outside participants. Product
placement and how to make it most successful in grabbing viewers' attention to enhance
product sales were bolstered following this achievement, according to firms and studies
(Gupta & Lord, 1998, Newell, Salmon, & Change, 2006, Walton, 2010).
According to Kivijarv (2005), product placement in movies is worth $1.2 billion, which
sparked interest from companies. The drawbacks of product placement (the evident desire to
market a product and the ability of viewers to ignore the television during commercial
breaks) have remained, if not worsened, with improvements in the area of television and
movies that first made it an attractive alternative (Jenner, 2014). Brand recognition and
conception appear to be more objective measures than brand recall and their influence on
purchasing behavior. (Bettman, 1979).

5
 CH-2

LITERATURE REVIEW

One of the most essential parts of any research project is the literature review, which provides
the researcher with the data they need to design their study. Analyzing past findings will help
researchers understand gaps in prior research and support their choice of a particular study
topic. The literature review is conducted in chronological sequence, with an eye on the
study’s goals.
Analysis of Product Placement in Web Series and its influence on consumer buying
behavior
According to Kakkar, advertising on web series and over the top (OTT) platforms is
becoming increasingly popular, in part because of the massive audience that is drawn to
binge-watching at all hours of the day and night. A. and Nayak. Secondly, it's less expensive
and more effective than traditional forms of advertising like TV and radio ads. Many
companies are sponsoring OTT platforms to reach a younger demographic that may
immediately connect to the product's quality. Advertising can be ignored if the intended
audience is not identified. Still, if a product is being sold, it will be accompanied by a movie
to ensure that the intended message is sent to them. Advertising revenue is expected to soar
due to the burgeoning OTT sector. It helps the product or brand obtain exposure and boost its
recall value and brand image through influencer marketing.
An Empirical Study of the effectiveness of product placement
Patel, H., and Chauhan make the following claims: Product placement includes both the
movie and the brand to boost the brand's memory when the product is bought. The only goal
is to bring brands and entertainment together in one place. The brand placement provides a
chance for the audience to learn about companies and goods while the movie is being
described, and it does it discreetly. Advertisements between shows with high TRPs appear to
be less effective since viewers often switch channels. As far as character traits go, brand
recognition beats out a brand recall. In product placement advertising, advertisers hope to
raise awareness of their brand.
Relationship between Beliefs towards Product Placement and Usage Behavior
Qasim Gul claims that product placement in movies is a way for product marketers to get
their products into movies for a charge paid by the movie producers. Product placement or
PPL is a pre-planned, non-obtrusive introduction of a brand-named product into a film to

6
influence the cinema audience. An agreement between a movie producer and a marketer may
also be necessary for product placement. Putting products in movies is to raise the brand's
awareness, boost its memorability, and make it instantly recognizable at the time of purchase.
While it is widely accepted that product placement began as a way to enhance the
authenticity of movie scenes, in the modern-day, it has grown into a highly effective
marketing tool. Traditional advertising has lost its effectiveness over time, and marketers are
turning to this popular tactic in its place. It has been an enormous asset in helping them cut
through the noise and maintain a higher advertising grade.
In an OTT world, only the consumer is on top.
When it comes to media and entertainment, Katial claims that the rise of Over-The-Top
platforms has had a profound impact. It's changed the way we create, distribute, and consume
media. Brunei's over-the-top (OTT) media consumption began to alter dramatically a few
years ago. In 2019, the velocity of this change of OTT companies to offer a wide variety of
content while developing an engaging experience for customers accelerated significantly.
There has been a notable shift in consumer behavior due to the abundance of options and easy
access to content, making binge-watching common. Thus, a great deal is made only to make it
look cheesy or tacky. It is possible to target specific viewers based on their profiles and
regular watching patterns using OTT platforms, which improves customer relations.
OTT, according to Nair, is a crucial tool for establishing a brand, but it should also be viewed
as a tool for active integration. Because you can now watch a show that you missed on TV on
Digital, there is less need for an appointment presentation thus, we are seeing a lot of clients
who want both TV and OTT packages. Advertisers can't expect to reach as many people with
just TV plans. To stay ahead of the curve, every major broadcaster in the nation has launched
its own OTT service. In the future, you'll be unable to tell the difference between what you're
seeing on your TV and what you're watching on an OTT service like Netflix or Hulu. You'll
soon see a significant portion of your TV and digital advertising dollars shifting to OTT.
There is a movement in spending from TV to OTT platforms since it is all about the same
material and screen. Many TV expenses are going to OTT platforms because the content and
screen are the same in both mediums.
As Nagar Komal points out, in an era of ever-increasing global rivalry, enterprises are
working hard to reach out to clients across the country to successfully advertise their products
and services. Even though previous attempts to analyze brand placements have been
undertaken, further attention is required. Considering how much exposure Brunein audiences
have to national and international entertainment, it's reasonable to assume that events like

7
these will affect how customers see the brands they see there. Product placement has emerged
as a crucial technique for advertisers and marketers, displacing others as an alternative to the
conventional commercial medium of commercial advertising.
According to Pamela Homer, it's critical to have a clear picture of the product on screen, to
show the brand name in the conversation, and to weave in the brand's story arc. Product
placement is becoming increasingly popular, but there is only a limited amount of actual proof
to back it up. Increasing the level of coverage from a low to a reasonable level is critical
because it allows for better exposure to the message's content and for people to pay attention
to the specifics and uniqueness of the message, resulting in better recall. Boredom can lead to
larger counter-arguments when the message recipient is exposed to a stimulus for an extended
period, although this is not always the case.
For example, De Gregorio, Federico & Sung, Yongjun discuss the evolution of people's views
and social roles. One way to characterize socialization is that it is a process through which
young people collectively come to acquire skills, information, and attitudes necessary for their
role as consumers in the market. To put it simply, the framework gives a way to examine the
impacts and causes of how people learn to execute their responsibilities as consumers in
society. Marketing communications approaches like product placement have a mixed
reputation among consumers. Knowing this helps advertisers refine their targeting strategies
and learn more about the benefits of employing them.
According to Osborne Margaret, program viewers commonly detect product placement when
they see an essential character consuming cola or driving a high-end automobile invisible
frames. Even though many people think this to be a modern attempt at making money, these
annoying, and at times obnoxious, shots date back to the 1800s. "Tie-ins," "publicity through
motion picture," and other terms have been used to describe these product placements, which
were assumed by many to be a tradeoff between movie producers and corporations. The
product companies often provided the media producers with the items they used in their media
rather than having to purchase the things themselves. With the growing number of businesses
realizing that it was a way of promoting their products that would be tougher to ignore than a
commercial, the number of corporations interested in the format increased. Commercials can
be skipped, ignored, or used as an opportunity to get out of the house.
Susan Chang suggests product placement for movies and television shows to reduce
production costs (Newell et al. 2006). This fundamental concept stays true even when the cost
of making and marketing films and television programs rises. Thanks to new technology and
creative marketing strategies, even more brands have been included in famous movies and

8
television shows. High-profile product placement failures have occurred because of the
uncertainty of business procedures, which have led to misaligned expectations between
manufacturers and producers, causing agreements to fail to materialize on the screen.

9
 CH-3

RESEARCH METHODOLOGY

Research Methodology act as a building block and a mainstay of each discipline either it is
scientific or else. The research process is almost analogous to undertaking a journey. Here for
this journey important decisions needs to make like what we need to find out, what should be
taken into consideration etc. This chapter comprises of methodology use for conducting the
present research:

Significance of the study

Influencer marketing has gained importance in contemporary times as advertising/promoting
has become a need in everybody’s life, be it the producer, the traders, or the customer. It
plays a vital role in today’s age competitiveness & help to choice content as well as particular
platform for viewing experience.

Objectives of the study

1. To determine the factors of influencer marketing impact of viewing OTT platform.
2. To analyze the impact of demographic on the perception of impact influencer marketing
on the viewing choice of OTT platform.
3. To identify the size of cluster which is highly influenced by influencer marketing on its
viewing choice of OTT platform.
Hypothesis
1. There is no signification of gender informing the perception of the respondents towards
influencer marketing.
2. There is no signification of age informing the perception of the respondents towards
influencer marketing.
3. There is no signification of Occupation informing the perception of the respondents
towards influencer marketing.
4. There is no signification of frequency of OTT informing the perception of the
respondents towards influencer marketing.

10
 Sample region
To achieve the objectives of the study employees’ survey across the INDIA has been taken
into consideration. For collection of data a Google Doc questionnaire was designed for the
employees to revert for the same.
 Type of study
The type of study is descriptive.
Descriptive- The term descriptive is self-explanatory, and the research that describes a
situation, an event, and an institution is descriptive research. It describes the nature of a
situation as it exists at the time of study. Descriptive research answers the questions who,
what, where, when, and how.
Descriptive research is all about describing the phenomenon, observing and drawing
conclusions from it. Here, the information is collected without changing the environment (i.e
nothing is manipulated). It is any study that is not truly experimental. It includes surveys and
fact finding enquiries with adequate interpretation.
i.e Primary sources, so as to come up with better results. In the study, Employees perception
towards Employee Performance in IT Sector has been analyzed.

 Population

All the followers, who watch (Netflix, Amazon prime, Apple TV, ZEE 5, Hulu, MX Player,
Disney plus Hotstar, Voot, Sony Liv, Alt Balaji) of India.

 Sampling Procedure
The techniques used for collecting the data from the respondents are non-probability
Sampling procedure.
Non-probability Sampling- It is a non-structured sample and items are included in the
study due to some convenience of the researcher etc. This sampling takes less time and is
handy. As all members of population do not get equal chance of being selected, non-
probability sampling may be lopsided, loaded with biases and have higher margin of error.
I took Convenience Sampling- This is the easiest population members from which to
obtain information. The non-probability sampling is used because all of the

11
 Respondents were not given the equal opportunity to be considered for the research. This
procedure is used for collecting data because the responders belong to IT sector. The
purposive sampling is used since only the IT employees of Delhi NCR were targeted not the
whole of the society. Only employees involved in the IT sector were considered deliberately
for the study.
Sampling Unit
The whole research was done on the followers of all over India. The individual followers of
India are the sampling units. As the Google docs Questionnaire was filled by employee of the
IT sector, so they are the sampling unit. The whole research was done on this unit and their
feedback is taken and their viewpoints regarding the employee’s perception towards
employee performance has been taken.
 Sample Size

The sample size used for doing the research was 201. Questionnaire was given to 250
employees working in the IT sector. Out of 250 Questionnaire, only 201 have been answered
in which 49 Questionnaire were not filled properly as some questions were unanswered. So
finally, only 201 responses were obtained and on which the statistical tool has been applied.
Data Collection Technique
By distributing a well-structured questionnaire about the efficiency of influencer marketing
on OTT platforms, the critical data will be collected. They were taking into account
demographic information such as age, gender, interest in advertising, and so on. For the
survey, a Likert scale, closed-ended questions, multiple-choice questions, and other methods
were employed to ensure that the results were accurate.
Primary Data Collection
Responses will be gathered online through Google forms as part of the data gathering
process. People who watch movies and understand advertising will learn about 'Influencer
Marketing' through a questionnaire that the researcher will put together.
Tool
The tool used for data collection for the research was a questionnaire. The questionnaire
contained eleven (11) questions and for data analysis we used SPSS tool.

Validation of the Tool

Dr. Rachin Suri (Assistant Professor of the DBA) at National Institute of technology,
Kurukshetra, Haryana validated the tool for the study.

12
Limitations of the Study
Constraints included the time limit. Only a 201-sample size was used in this investigation.
Better results may be obtained if the sample size is increased.

13
 DATA ANALYSIS INTERPRETATION

Introduction
This research aimed to learn about the effect and evolution of Influencer Marketing
on the OTT platform. The study's goals and objectives must be achieved. There are four
central portions to this chapter, one covering the respondents' demographics (which were
discussed in the section on the general public), second covering factor analysis which
influenced to followers towards OTT platform, third covering T-test and the forth in which
use cluster for delving into their perspectives on the impact of influencer marketing
advertising. After the data analysis interpretation, the study objectives and hypotheses will be
described and achieved.
Analysis of the Questionnaire

To determine the factors of influencer marketing impact of viewing OTT platform

Table 3.1 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .943
Bartlett's Test of Sphericity Approx. Chi-Square 2569.621
Df 190
Sig. .000

The first table in the KMO test and Bartlett’s Test. KMO tells the sample sufficiency. This
means whether the data collected while comparing the number of changes is sufficient or not.
There is a sixth rule in this case to check that the data presented should be five times the
number of variables. For example there are 20 variants in this data and the size of the
respondent requires a minimum of 201 to indicate the suitability of the sample. The KMO
value is 0.943 this is more than the required point of 0.6. Although testing can be done with a
low number and the results may also come but that will not be as accurate and effective as it
should be. Following is Bartlett's sphericity test, this examines the distribution of sample
data. This value in this test needs to be less than 0.05 and the value is less than the stated
value. Tests show that the data is ready for use in EFA.

14
Table 3.2 Communalities
Initial Extraction
[If my favourite 1.000 .678
influencer recommends an
OTT-related brand on
social media, I am more
likely to try it.]
[The more followers an 1.000 .786
OTT related influencer on
social media has, the more
trustworthy I find him/her]
[Reviews by influencers 1.000 .656
who have already tried out
an OTT-related product
are more trustworthy than
reviewers provided by the
most famous personality.]
[OTT-related influencers 1.000 .609
on social media have my
best interest at heart.]
[OTT-related influencers 1.000 .468
on social media will not
purposefully endorse a
brand that will harm me.]
[If I found out that a 1.000 .589
OTT-related influencer
had been paid for a post on
social media, it would not
negatively impact my
perception of their
credibility.]
[If an influencer on social 1.000 .583
media has a personal
experience or review, I am
more likely to follow their
advice]
[OTT-related influencers 1.000 .529
on social media who
themselves achieved a
15
mass audience and
comment, like for views
 The community table mentioned above in Table 3.2 shows the details of
all 20 variables and the number of individual releases. The sixth rule of this rule is that any
value less than 0.5 should be discarded and the test should remove the variable and activate
the method again. The subtraction method used for subtraction is the analysis of the Main
Part. All variables have an output value of more than 0.5 receiving one but all variables are
retained. The ‘Influencers on social media who keep educating themselves’ variable is very
close to the output value of 0.5, it was wrong to eliminate the maximum offering variability
from the statistics. So the researchers decided to keep the amount.

Table 3.3 Total Variance Explained

Extraction Sums of Rotation Sums of
Initial Eigenvalues Squared Loadings Squared Loadings
% of % of % of
Compone Varianc Cumulati Varianc Cumulati Tota Varianc Cumulati
nt Total e ve % Total e ve % l e ve %
1 10.47 52.376 52.376 10.47 52.376 52.376 7.24 36.236 36.236
5 5 7
2 1.359 6.795 59.170 1.359 6.795 59.170 4.58 22.934 59.170
7
3 .842 4.209 63.379
4 .804 4.020 67.399
5 .684 3.422 70.821
6 .651 3.254 74.076
7 .596 2.982 77.057
8 .574 2.869 79.926
9 .536 2.682 82.608
10 .439 2.196 84.804
11 .436 2.182 86.985
12 .419 2.094 89.079
13 .378 1.889 90.969
14 .326 1.629 92.598

16
15 .296 1.479 94.077
16 .289 1.447 95.524
17 .268 1.342 96.866
18 .243 1.215 98.081
19 .203 1.015 99.095
20 .181 .905 100.000
Extraction Method: Principal Component Analysis.

Table 3.3 is the most important table. In this table the value of Eigen for each element from
the variable is calculated. EFA made Factors until the value of Eigen did not fall below 1. Up
to 2 factors Eigen value is always higher than 1 so 2 factors extracted using the PCA method
are retained. The first factor of Eigen value is 10.4571and the last value is Eigen is 1.193.
There has been a sudden and dramatic decline after Eigen's first value and this climb has an
impact and the difference described by the first factor is 52.376 and the second is 6.795. The
aggregate percentage of this test was 59.170. The percentage achieved whenever it is more
than 60% is considered positive. The variables and factors do not well in the definition of
Influencer followers.

Table 3.4 Rotated Component Matrixa

Component
1 2
[Contest run by .742
influencers is creating
more & more
interactive sessions to
watch OTT Content]

17
 [Casting of social media .739
influencer in an OTT
increasing more &
more, this influences me
to watch the content that
have been casted in.]
[Trust on influencers that .736
the information is
provided influences the
followers to watch the
OTT Content]
[Short videos and reels are .735
for the information about
the upcoming events
& movie trailer , web
series]
[Review and comments of .722
influencer are helpful for
the followers in deciding
what to watch on OTT
Platforms]
[Merchandise related to .707
the OTT Content with
increase the foot fall on
the online platform &
reviews related to the
brand that is endorsed by
the influencer]
[Reaction videos by .701
influencer can impact on
followers to watch the
OTT Content]

18
[Event promotion made by .701
influencer for OTT content
influences me to watch
that OTT Content]
[Interviews of celebrities .662
by influencers is creating
major impact on the
audience to watch OTT
Content]
[Reviews of movies and .640
web series made by
influencers I follow
influence me to watch the
content]
[I find it useful that the .613
influencer provide
information by promoting
OTT content and this helps
me in deciding what to
watch]
[If an influencer on social .611
media has a personal
experience or review, I am
more likely to follow their
advice]
[Influencers on social .597
media who keep educating
themselves by attending
OTT-related viewing
choices are the most
credible &
trustworthy.]

19
 [OTT-related influencers .515
on social media who
themselves achieved a
mass audience and
comment, like for views
are the most authentic.]
[The more followers an .863
OTT related influencer on
social media has, the more
trustworthy I find him/her]
[If my favourite influencer .815
recommends an OTT-
related brand on social
media, I am more likely to
try it.]
[Reviews by influencers .722
who have already tried out
an OTT-related product
are more trustworthy than
reviewers provided by the
most famous personality.]
[OTT-related influencers .633
on social media have my
best interest at heart.]
[If I found out that a OTT- .585
related influencer had been
paid for a post on social
media, it would not
negatively impact my
perception of their
credibility.]

20
 [OTT-related influencers .514
on social media will not
purposefully endorse a
brand that will harm me.]
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 3 iterations.

Table 3.4 above shows the value of the Rotated Component Matrix. In this matrix it describes
the family of variables based on their relative value. The flexibility approach helps flexibility
to build a building family. The table shows a clear picture of what type of flexibility has gone
and is based on the structure or output features that have been named. The table above shows
the order of the items according to their contribution. The contribution described in Table 3.3
in which the full variance of the scale was defined. The first factor has a variables, the second
factor has 5 variables and all subsequent ones have 2 variables in it. Based on the type of
dynamics the structure is named and stored in the SPSS file as follows:

Factors
1 - Influencer Credibility
2 - Trustworthiness and content quality

These are the two factors that represent the scale designed by the researcher. The research
further progresses to other objectives that require parametric and non-parametric testing
based on these factors.

Frequency Table

Table 3.5 gender

21
 Cumulative
Frequency Percent Valid Percent Percent
Valid Male 103 51.0 51.2 51.2
Female 98 48.5 48.8 100.0
Total 201 99.5 100.0
Missing System 1 .5
Total 202 100.0

Table 3.5 with the use of SPSS table 3.5 revealed that most respondent in this study are males
(51.0%) and in other side ( 48.5%) are female respondents .

Table 3.6 age

Cumulative
Frequency Percent Valid Percent Percent
Valid Below 18 19 9.4 9.5 9.5
18 - 25 62 30.7 30.8 40.3
26 - 35 76 37.6 37.8 78.1
36 - 50 36 17.8 17.9 96.0
Above 50 8 4.0 4.0 100.0
Total 201 99.5 100.0
Missing System 1 .5
Total 202 100.0

Table 3.6 revealed that most respondents having age group 26-35 (37.8%) and only 4 %
respondents are from above 50.

Table 3.7 Occupation

Cumulative
Frequency Percent Valid Percent Percent
Valid Workinf Full time more 45 22.3 22.4 22.4
than 30 hours a week

22
 Working Part time 8 - 30 36 17.8 17.9 40.3
hours a week
Student 88 43.6 43.8 84.1
Temporarily unemployed 21 10.4 10.4 94.5
Retired 9 4.5 4.5 99.0
Permanently Unemployed 2 1.0 1.0 100.0
Total 201 99.5 100.0
Missing System 1 .5
Total 202 100.0

Table 3.7 the major percentage of the respondent are students with (43.6%) where as only
1% are permanently unemployed .

Table 3.8 What is your frequency of viewing OTT content

Cumulative
Frequency Percent Valid Percent Percent
Valid Everyday 93 46.0 46.3 46.3
Thrice a week 35 17.3 17.4 63.7
Twice a week 33 16.3 16.4 80.1
Onc a week 29 14.4 14.4 94.5
Few times in a month 11 5.4 5.5 100.0
Total 201 99.5 100.0
Missing System 1 .5
Total 202 100.0

Table 3.8 show that the number of respondents that are viewing OTT are everyday (46%)
and the lowest respondents are with few tine in months(5.4%) .

To analyze the impact of demographic on the perception of impact influencer

marketing on the viewing choice of OTT platform.

23
 Table 3.9 One-way ANOVA based on Age

Descriptives
95% Confidence
Interval for
Mean
Std. Std. Lower Upper Minimu Maximu
N Mean Deviation Error Bound Bound m m
Influencer Belo 19 .39673 .7445042 .170800 .03789 .75557 - 1.24544
Credibility w 18 52 5 99 57 48 1.89669
18 - 62 -.12378 .9882512 .125508 -.37475 .12718 - 1.75243
25 15 0 03 03 73 3.33719
26 - 76 -.13774 1.123044 .128822 -.39437 .11887 - 2.02125
35 76 84 08 44 91 3.54943
36 - 36 .24634 .8069194 .134486 -.02668 .51936 - 1.70511
50 14 1 57 08 37 2.37817
Abo 8 .21712 .8554044 .302431 -.49800 .93226 - 1.48673
ve 63 6 15 97 23 1.48556
50
Total 20 .00000 1.000000 .070534 -.13908 .13908 - 2.02125
1 00 00 56 68 68 3.54943
Trustworthin Belo 19 -.19849 1.040750 .238764 -.70011 .30313 - 1.26566
ess and w 18 31 63 57 88 26 2.77520
content 18 - 62 .18741 .9215560 .117037 -.04662 .42144 - 1.71272
quality 25 06 4 73 08 20 1.85058
26 - 76 -.05568 1.071478 .122906 -.30053 .18915 - 1.82705
35 98 02 96 30 34 2.50803
36 - 36 -.13245 .9684305 .161405 -.46012 .19521 - 1.18289
50 87 1 09 84 11 2.44598

24
 Abo 8 .14410 .9109114 .322055 -.61743 .90564 - 1.00053
ve 58 7 84 52 69 1.49004
50
Total 20 .00000 1.000000 .070534 -.13908 .13908 - 1.82705
1 00 00 56 68 68 2.77520

Table 3.9 is the definition table. This table shows the division of the sample total into five age
groups. The first one is influencer credibility in this case first phase of the sample is below
18 and has 19 responders in its category. The second phase is 18 - 25 and has 62 in that
category and the third phase of the sample is 26-35 and has 76 responders and the fourth
phase is 36-50 and has 36 and the last one in this phase is above 50 and has 8 responders in
its category making it a total of 201 respondents' data. The second one is trustworthiness and
content quality in this case first phase of the sample is 18 below and has 19 responders in its
category. The second phase is 18 - 25 and has 62 in that category and the third phase of the
sample is 26-35 and has 76 responders and the fourth phase is 36-50 and has 36 and the last
one in this phase is above 50 and has 8 responders in its category making it a total of 201
respondents' data. Other descriptive factors are What You Say, General Deviation, Error and
confidence level for each category and theme. This helps to study the variation in the
meaning of each paragraph. And if it is a good study it shows how stable or unstable it is in
the answer one part can be.

Table 3.10 Test of Homogeneity of Variances

Levene df1 df2 Sig.
Statistic
Influencer Credibility Based on Mean 2.398 4 196 .052
Based on Median 2.370 4 196 .054
Based on Median and 2.370 4 193.189 .054
with adjusted df

Based on trimmed 2.506 4 196 .043

mean

Trustworthiness and Based on Mean .892 4 196 .470

25
 content quality Based on Median .768 4 196 .547
Based on Median and .768 4 193.470 .547
with adjusted df

Based on trimmed .915 4 196 .456

mean

Table 3.10 shows the statistics of Levene's test results. Levene's analysis shows that the
differences between the three categories are the same for each variability or not. This is for
comparison, if the variance of all two sample differs, it means that ANOVA does not work.
Sig. Levene value should be greater than 0.05 to indicate that the two variants are equal and
the samples are compared. In the above test the total number of all components is above 0.05,
which means that the classification or sampling by age is comparable.

Table 3.11 ANOVA

Sum of Mean
Squares df Square F Sig.
Influencer Between 7.944 4 1.986 2.027 .092
Credibility Groups
Within 192.056 196 .980
Groups
Total 200.000 200
Trustworthiness and Between 3.960 4 .990 .990 .414
content quality Groups
Within 196.040 196 1.000
Groups
Total 200.000 200

Table 3.11 is the ANOVA table. The table above shows the differences in the categories
according to age. The value of the F test is that if it exceeds 0.05 level it shows no difference

26
in opinion and categories. In the above test the values of all the components are higher than
the level of 0.05. The trustworthiness and content quality is a structure in which the view
reflects diversity. Sig value for influencer objects is .092.

Table 3.12 One-way ANOVA based on Occupation

Descriptives
95% Confidence
Interval for
Std. Mean
Deviatio Std. Lower Upper Minim Maxim
N Mean n Error Bound Bound um um
Influencer Workinf 45 .02586 .909551 .13558 -.24739 .29912 - 1.8808
Credibility Full time 25 55 794 71 20 2.0448 5
more 9
than 30
hours a
week
Working 36 -.10693 1.22944 .20490 -.52291 .30905 - 2.0212
Part time 27 580 763 73 19 3.3371 5
8 - 30 9
hours a
week
Student 88 .00175 .971277 .10353 -.20403 .20754 - 1.8861
53 12 849 87 92 3.5494 4
3
Tempora 21 -.14692 .991896 .21644 -.59843 .30458 - 1.7051
rily 54 53 957 13 04 2.0448 1
unemplo 9
yed

27
 Retired 9 .63502 .736399 .24546 .06898 1.2010 -.3939 1.9430
92 82 661 21 762 4 8
Permane 2 -.04926 .276959 .19584 - 2.4391 -.2451 .14658
ntly 21 97 027 2.5376 244 0
Unemplo 487
yed
Total 20 .00000 1.00000 .07053 -.13908 .13908 - 2.0212
1 00 000 456 68 68 3.5494 5
3
Trustworthi Workinf 45 -.28158 .945353 .14092 -.56560 .00242 - 1.5305
ness and Full time 68 39 496 24 88 2.4459 9
content more 8
quality than 30
hours a
week
Working 36 .20968 1.04590 .17431 -.14419 .56356 - 1.8270
Part time 68 435 739 63 99 2.1896 5
8 - 30 8
hours a
week
Student 88 .08631 .984636 .10496 -.12231 .29493 - 1.7127
42 11 256 03 87 2.7752 2
0
Tempora 21 -.14701 1.01838 .22223 -.61058 .31654 - 1.1828
rily 94 768 041 40 51 1.7940 9
unemplo 2
yed
Retired 9 -.16672 1.02675 .34225 -.95596 .62250 - 1.0005
84 720 240 39 70 1.7267 3
0

28
 Permane 2 1.0574 .346175 .24478 - 4.1677 .81271 1.3022
ntly 981 68 317 2.0527 632 8
Unemplo 670
yed
Total 20 .00000 1.00000 .07053 -.13908 .13908 - 1.8270
1 00 000 456 68 68 2.7752 5
0

Table 3.12 is the definition table. This table shows the division of the sample total into six
occupations has groups. The first one is influencer credibility in this case first phase working
full time more than 30 hours a week has 45 responders in its category. The second phase is
working part time 8-30 hours a week have a 36 respondent in that category and the third
phase of the students has 88 responders and the fourth phase is temporarily unemployed and
has 21 and the fifth one in this phase is retired has 9 responders and the last one in this phase
is permanently unemployed has 2 respondent in its category making it a total of 201
respondents' data. The second one is trustworthiness and content quality in this case first
phase of the working full time more than 30 hours a week has 45 responders in its category.
The second phase is working part time 8-30 hours a week have a 36 respondent in that
category and the third phase of the students has 88 responders and the fourth phase is
temporarily unemployed and has 21 and the fifth one in this phase is retired has 9 responders
and the last one in this phase is permanently unemployed has 2 respondent in its category
making it a total of 201 respondents' data. Other descriptive factors are What You Say,
General Deviation, Error and confidence level for each category and theme. This helps to
study the variation in the meaning of each paragraph. And if it is a good study it shows how
stable or unstable it is in the answer one part can be.

Table 3.13 Test of Homogeneity of Variances

Levene
Statistic df1 df2 Sig.
Influencer Based on Mean 1.357 5 195 .242
Credibility Based on Median .906 5 195 .478

29
 Based on Median .906 5 173.484 .478
and with adjusted df
Based on trimmed 1.288 5 195 .271
mean
Trustworthiness and Based on Mean .623 5 195 .682
content quality Based on Median .506 5 195 .772
Based on Median .506 5 179.349 .772
and with adjusted df
Based on trimmed .614 5 195 .690
mean

Table 3.13 shows the statistics of Levene's test results. Levene's analysis shows that the
differences between the three categories are the same for each variability or not. This is for
comparison, if the variance of all two sample differs, it means that ANOVA does not work.
Sig. Levene value should be greater than 0.05 to indicate that the two variants are equal and
the samples are compared. In the above test the total number of all components is above 0.05,
which means that the classification or sampling by occupation is comparable.
Table 3.14 ANOVA
Sum of Mean
Squares df Square F Sig.
Influencer Between 4.530 5 .906 .904 .480
Credibility Groups
Within 195.470 195 1.002
Groups
Total 200.000 200
Trustworthiness and Between 8.747 5 1.749 1.784 .118
content quality Groups
Within 191.253 195 .981
Groups
Total 200.000 200

30
Table 3.14 is the ANOVA table. The table above shows the differences in the categories
according to age. The value of the F test is that if it exceeds 0.05 level it shows no difference
in opinion and categories. In the above test the values of all the components are higher than
the level of 0.05. The influencer credibility is a structure in which the view reflects diversity.
Sig value for trustworthiness and content quality objects is .118.

Table 3.15 One-way ANOVA based on Frequency of viewing

Descriptives
95%
Confidence
Interval for
Std. Mean
Deviatio Std. Lower Upper Minimu Maxim
N Mean n Error Bound Bound m um
Influencer Everyd 93 .16393 .8124432 .084246 -.0033 .33125 - 1.88085
Credibility ay 48 8 44 859 56 2.64769
Thrice 35 -.2095 1.230442 .207982 -.6321 .21316 - 1.88614
a week 115 47 74 833 03 3.54943
Twice 33 -.1098 1.220769 .212508 -.5426 .32303 - 2.02125
a week 306 12 63 965 53 3.33719
Onc a 29 .00031 1.016621 .188781 -.3863 .38702 - 1.94308
week 88 88 94 835 11 2.04489
Few 11 -.3907 .7112008 .214435 -.8685 .08707 - .68170
times 157 8 13 070 55 1.44970
in a
month
Total 20 .00000 1.000000 .070534 -.1390 .13908 - 2.02125
1 00 00 56 868 68 3.54943

31
 Trustworthi Everyd 93 .12104 .9530432 .098825 -.0752 .31732 - 1.82705
ness and ay 45 3 98 324 15 2.77520
content Thrice 35 -.3382 1.153356 .194952 -.7344 .05791 - 1.71272
quality a week 724 98 91 644 96 2.50803
Twice 33 .12028 .9003892 .156737 -.1989 .43954 - 1.53059
a week 19 1 64 822 60 2.00246
Onc a 29 -.1739 .9982155 .185363 -.5536 .20575 - 1.59763
week 429 6 98 438 80 1.95261
Few 11 .15067 1.019534 .307401 -.5342 .83560 - 1.51751
times 58 47 21 568 83 1.31482
in a
month
Total 20 .00000 1.000000 .070534 -.1390 .13908 - 1.82705
1 00 00 56 868 68 2.77520
Table 3.15 is the definition table. This table shows the division of the sample total into five
frequency of viewing have groups. The first one is influencer credibility in this case first
phase everyday viewing has 93 responders in its category. The second phase is thrice a week
viewing have 35 respondent in that category and the third phase of twice a week viewing
has 33 responders and the fourth phase is ones a week viewing and has 29 respondent and the
fifth one in this phase is few times in a months has 11 responders and in its category
making it a total of 201 respondents' data. The second one is trustworthiness and content
quality in this case first phase everyday viewing has 93 responders in its category. The
second phase is thrice a week viewing have 35 respondent in that category and the third
phase of twice a week viewing has 33 responders and the fourth phase is ones a week
viewing and has 29 respondent and the fifth one in this phase is few times in a months has 11
responders and in its category making it a total of 201 respondents' data. Other descriptive
factors are What You Say, General Deviation, Error and confidence level for each category
and theme. This helps to study the variation in the meaning of each paragraph. And if it is a
good study it shows how stable or unstable it is in the answer one part can be.

Table 3.16 Test of Homogeneity of Variances

Levene
Statistic df1 df2 Sig.

32
 Influencer Credibility Based on Mean 4.577 4 196 .001
Based on Median 3.619 4 196 .007
Based on Median and 3.619 4 182.959 .007
with adjusted df
Based on trimmed 4.479 4 196 .002
mean
Trustworthiness and Based on Mean 1.803 4 196 .130
content quality Based on Median 1.683 4 196 .155
Based on Median and 1.683 4 179.608 .156
with adjusted df
Based on trimmed 1.895 4 196 .113
mean
Table 3.16 shows the statistics of Levene's test results. Levene's analysis shows that the
differences between the four categories are the same for each variability or not. This is for
comparison, if the variance of all two sample differs, it means that ANOVA does not work.
Sig. Levene value should be greater than 0.05 to indicate that the two variants are equal and
the samples are compared. In the above test the total number of all components is below 0.05,
which means that the classification or sampling by occupation is comparable.

Table 3.17 ANOVA

Sum of Mean
Squares df Square F Sig.
Trustworthiness and Between 6.972 4 1.743 1.770 .136
content quality Groups

33
 Within Groups 193.028 196 .985

Total 200.000 200

Table 3.17 is the ANOVA table. The table above shows the differences in the categories
according to frequency of viewing. The value of the F test is that if it exceeds 0.05 level it
shows no difference in opinion and categories. In the above test the values of all the
components are higher than the level of 0.05. The trustworthiness and content quality is a
structure in which the view reflect Sig value for trustworthiness and content quality objects is
.136

Table 3.18 Robust Tests of Equality of Means

Statistica df1 df2 Sig.
Influencer Credibility Welch 1.961 4 49.536 .115
a. Asymptotically F distributed.

Table 3.18 of robust test of equality of means show the influencer credibility which the view
reflect sig value of object is .115 above the level of 0.05.

T-Test based on gender

Table 3.19 Group Statistics

Std. Error
gender N Mean Std. Deviation Mean
Influencer Credibility Male 103 .1213862 .87391411 .08610932
Female 98 -.1275793 1.10755234 .11187968
Trustworthiness and Male 103 .1060458 1.02307889 .10080696
content quality Female 98 -.1114563 .96784309 .09776692

In above table 3.19 The following test is the Independent Sample T-Test used to analyze and
compare the variance between responses between two individual samples. This T test is used

34
to compare the male & female. There are two stages a researcher has taken to look a
influencer credibility & trustworthiness and content quality.

description table. This table shows the division of the complete sample into two categories
based on influencer credibility & trustworthiness and content quality. The first phase of the
sample is male has 103 respondents in its category and female has 98 respondents in
influencer credibility. The second category is male has 103 respondents in its category and
female has 98 respondents in trustworthiness and content quality. Other descriptive factors
are What You Say, General Deviation, Error and confidence level for each category and
theme. This helps to study the variation in the meaning of each paragraph. And if it is a good
study it shows how stable or unstable it is in the answer one part can be.

Table 3.20 Independent Samples Test

Levene's
Test for
Equality
of
Variance
s t-test for Equality of Means

95% Confidence
Interval of the
Difference

Sig. Std.
(2- Mean Error
Sig taile Differen Differen
F . t df d) ce ce Lower Upper

35
 Influencer Equal 4.28 .04 1.77 199 .078 .248965 .140361 -.02782 .525752
Credibility varianc 6 0 4 49 70 168 67
es
assume
d
Equal 1.76 184.4 .079 .248965 .141180 -.02957 .527501
varianc 3 18 49 30 067 66
es not
assume
d
Trustworthi Equal .018 .89 1.54 199 .124 .217502 .140624 -.05980 .494806
ness and varianc 4 7 08 18 269 85
content es
quality assume
d
Equal 1.54 198.9 .123 .217502 .140429 -.05941 .494422
varianc 9 94 08 39 862 78
es not
assume
d

In the above table 3.20 Differences of opinion categories divided on the basis of equal
variances assumed and equal variances not assumed they have. The respondent data in the
table above were analyzed based on t. Independent variance is a a influencer credibility &
trustworthiness and content quality. on the basis that the sample is divided into 2 parts and
the above-mentioned 2 aspects of work ethic have been compared. There are two main points
that are highlighted in the table above. One is Levene's test and the other is the 'critical level
of tailed 2'. In the table mentioned above, Levene's value shows two different sample
variables that are divided on the basis of a influencer credibility & trustworthiness and
content quality equal or not. If the Levene sig value is above the 0.05 level then the same
variance is considered and the 2-tailed value taking the same variance is the study otherwise
the non-considered variance is studied. As in the table above all Levene values above 0.05,
the value of the estimated variance will be calculated. Similarly if the value of the tail value
of 2 is more than 0.05 then their view of the two segment is inseparable. Which means that

36
the effect of a influencer credibility & trustworthiness and content quality, as a variable is
non-existent and the total value is more than 0.05.

To identify the size of cluster which is highly influenced by influencer marketing on its
viewing choice of OTT platform.

Quick Cluster

Table 3.21 Final Cluster Centers

Cluster
1 2
[If my favourite influencer 4 2
recommends an OTT-
related brand on social
media, I am more likely to
try it.]
[The more followers an 4 2
OTT related influencer on
social media has, the more
trustworthy I find him/her]
[Reviews by influencers 4 2
who have already tried out
an OTT-related product are
more trustworthy than
reviewers provided by the
most famous personality.]
[OTT-related influencers 4 2
on social media have my
best interest at heart.]

37
 [OTT-related influencers 4 2
on social media will not
purposefully endorse a
brand that will harm me.]
[If I found out that a OTT- 4 2
related influencer had been
paid for a post on social
media, it would not
negatively impact my
perception of their
credibility.]
[If an influencer on social 4 2
media has a personal
experience or review, I am
more likely to follow their
advice]
[OTT-related influencers 4 3
on social media who
themselves achieved a
mass audience and
comment, like for views
are the most authentic.]
[Influencers on social 4 3
media who keep educating
themselves by attending
OTT-related viewing
choices are the most
credible &
trustworthy.]

38
 [Reviews of movies and 4 2
web series made by
influencers I follow
influence me to watch the
content]
[Event promotion made by 4 2
influencer for OTT content
influences me to watch that
OTT Content]
[Interviews of celebrities 4 2
by influencers is creating
major impact on the
audience to watch OTT
Content]
[Contest run by influencers 4 3
is creating more &
more interactive sessions to
watch OTT Content]
[Casting of social media 4 2
influencer in an OTT
increasing more &
more, this influences me to
watch the content that have
been casted in.]
[Reaction videos by 4 3
influencer can impact on
followers to watch the OTT
Content]
[Short videos and reels are 4 2
for the information about
the upcoming events
& movie trailer , web
series]

39
[Merchandise related to the 4 3
OTT Content with increase
the foot fall on the online
platform & reviews
related to the brand that is
endorsed by the influencer]
[Trust on influencers that 4 3
the information is provided
influences the followers to
watch the OTT Content]
[Review and comments of 4 3
influencer are helpful for
the followers in deciding
what to watch on OTT
Platforms]
[I find it useful that the 4 3
influencer provide
information by promoting
OTT content and this helps
me in deciding what to
watch]

The above mentioned table 3.21 represents the 2 groups that were made
after a the study of the dendrogram. The graph represent close association at micro level In
the major division out of which the largest division further showed two segregation . hence it
was decided based on the dendrogram that in K means Cluster, 2 divisions of the sample will
be studied . the nature of response of the respondent in the above 2 division shows a
significance difference in the opinion recorded of the respondents. .Table depict that the
ANOVA table this represent that the division are significantly different on each variable. The
second cluster is the cluster that has been chosen to check the demographic profile . in this
cluster the representation of variable were found significantly higher in comparison to the
other three clusters. This cluster respondent seems to be influenced higher by influencer
marketing factor than other three clusters.

40
 Table 3.21.1 ANOVA
Cluster Error
Mean Square df Mean Square df F Sig.
[If my favourite influencer 84.318 1 1.389 199 60.724 .000
recommends an OTT-
related brand on social
media, I am more likely to
try it.]
[The more followers an 92.803 1 .830 199 111.846 .000
OTT related influencer on
social media has, the more
trustworthy I find him/her]
[Reviews by influencers 99.460 1 .774 199 128.438 .000
who have already tried out
an OTT-related product are
more trustworthy than
reviewers provided by the
most famous personality.]
[OTT-related influencers 115.326 1 .781 199 147.597 .000
on social media have my
best interest at heart.]
[OTT-related influencers 109.850 1 .779 199 141.010 .000
on social media will not
purposefully endorse a
brand that will harm me.]
[If I found out that a OTT- 98.397 1 .718 199 137.116 .000
related influencer had been
paid for a post on social
media, it would not
negatively impact my
perception of their
credibility.]

41
[If an influencer on social 106.255 1 .562 199 189.155 .000
media has a personal
experience or review, I am
more likely to follow their
advice]
[OTT-related influencers 76.668 1 .735 199 104.329 .000
on social media who
themselves achieved a
mass audience and
comment, like for views
are the most authentic.]
[Influencers on social 70.913 1 .755 199 93.883 .000
media who keep educating
themselves by attending
OTT-related viewing
choices are the most
credible &
trustworthy.]
[Reviews of movies and 111.641 1 .689 199 162.065 .000
web series made by
influencers I follow
influence me to watch the
content]
[Event promotion made by 86.258 1 .649 199 132.946 .000
influencer for OTT content
influences me to watch that
OTT Content]
[Interviews of celebrities 80.927 1 .702 199 115.345 .000
by influencers is creating
major impact on the
audience to watch OTT
Content]

42
[Contest run by influencers 72.046 1 .683 199 105.424 .000
is creating more &
more interactive sessions to
watch OTT Content]
[Casting of social media 100.311 1 .538 199 186.450 .000
influencer in an OTT
increasing more &
more, this influences me to
watch the content that have
been casted in.]
[Reaction videos by 79.629 1 .582 199 136.907 .000
influencer can impact on
followers to watch the OTT
Content]
[Short videos and reels are 109.831 1 .630 199 174.428 .000
for the information about
the upcoming events
& movie trailer , web
series]
[Merchandise related to the 72.046 1 .623 199 115.627 .000
OTT Content with increase
the foot fall on the online
platform & reviews
related to the brand that is
endorsed by the influencer]
[Trust on influencers that 83.522 1 .699 199 119.475 .000
the information is provided
influences the followers to
watch the OTT Content]

43
[Review and comments of 84.135 1 .672 199 125.175 .000
influencer are helpful for
the followers in deciding
what to watch on OTT
Platforms]
[I find it useful that the 85.101 1 .670 199 127.058 .000
influencer provide
information by promoting
OTT content and this helps
me in deciding what to
watch]
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize
the differences among cases in different clusters. The observed significance levels are not corrected for this
and thus cannot be interpreted as tests of the hypothesis that the cluster means are equal.

Table 3.21.1 represent the ANOVA results. As it can be seen that the significance value of
every variable is very low. In this case every variable value is low then 0.05, that is measure
a point that shows the values low to represent significance in the variation of the response of
the sample division that is compared. The above mentioned the there is group is highly
influenced by marketing effort of influencer . this is the matter of fact that closely group 1 &
2 both show influencer marketing & the number represent more then 50% of the total sample
size. The worth of influencer marketing efforts can be seen here but the study is created for
the different objective.

Table 3.21.2 Number of Cases in each Cluster

Cluster 1 164.000
2 37.000
Valid 201.000
Missing 1.000

The table 3.21.2 depict that the size of the cluster has been chosen to represent the
desired outcome is 37 . the total niche segment targeted the influencer marketing are highly
worth.

44
Conclusion
Primary data was examined and presented in this chapter based on information
gathered during the research process. Each table was described in detail. The next chapter
focuses on the most important discoveries from the previous research.

45
 FINDINGS, DISCUSSIONS, AND RECOMMENDATIONS

Introduction
Data analysis has yielded several significant conclusions discussed in this chapter. For
this reason, the findings are described in greater depth so that the researcher can offer new
study ideas.
Objectives Achieved
To achieve the following goals, the researcher used a thorough study of both primary
and secondary data:
To analyze the new way of product placement through influencer marketing.
To show how effective it is by stating examples.
To show it is imp in brand recall.
To study consumers' attitudes towards the Impact of Influencer Marketing
advertising.
Restatement of Hypothesis
The research hypotheses were:
Influencer marketing influences the decision process.
Influencer marketing is on the rise and is an effective tool for brand recall.
Brand awareness from product placement in movies affects an enhanced brand
image.
According to the data research, people still rely on television commercials to influence their
purchasing decisions. Therefore, influencer marketing aids in product recall and improves
the brand’s image, while the other two theories have been proven correct.
Summary of Findings
The results of t test applied on gender revealed that there are no significance differences in
Influencer Credibility and Trustworthiness and content quality due to gender. As significance
value is greater than 0.05. The test of one-way anova for age showed that age doesn’t affect
the Influencer Credibility and Trustworthiness and content quality. Similarly, for occupation
and frequency of viewing the p > 0.05. Hence, respondent occupation and their frequency of
viewing doesn’t impact Influencer Credibility and Trustworthiness & content quality.
With 201 responses, social media is the most popular channel for advertising by Influencer
towards OTT platform. In particular study we find 51% male respondents have influenced by
influencer about OTT platform This data disproves our study's initial hypothesis, which

46
claimed that no signification of gender information the perception of the respondents towards
influencer marketing. About 44% of consumers believe that product placement impacts their
purchasing choice. At the same time, 28% of those polled were undecided. According to the
findings, 77% of individuals utilize OTT platforms, making them a prime target for
influencer marketing campaigns. 81.6 percent of the 102 respondents correctly identified the
brands depicted in the photos. This proves that influencer marketing is an effective strategy
for brand memory, which influences and influences the purchasing choice at the time of
purchase.
Limitations of the Study.
The researcher was lacking in these areas when working on this thesis:
The poll was limited to a particular geographic area, omitting a wide range of viewpoints that
may have influenced this research.
The sample size of this study is small. For future researches, to get a representative results,
population and sample size should be taken large.
Convenient sampling method was used due to limited availability of time and resource that
may not provide more universal results.
Moreover, the response given in the questionnaire may be influenced by some personal
characteristics of the respondent.
Recommendations
The researcher has pinpointed specific topics for additional study. The following are
examples of those areas: It's possible to conduct research in more than three cities or focus on
tier-wise study in particular—one investigation at how an advertising agency sees Influencer
Marketing in secondary cities.
Conclusion
Unambiguous Viewing choice is appropriate for OTT platforms, as many
respondents accurately influenced by influencers for the choice of OTT platforms to
experience the movies and easily recall them. It will become increasingly important for
followers to identify factors which influence to followers to viewing OTT platform to
effectively influence towards OTT grow saturated with rival brands. Product placement
may also become a popular and successful method for creating and fostering high-quality
attitudes and awareness. Brands have several options to promote and be remembered thanks
to the increasing popularity of OTT (over-the-top) platforms, rapidly displacing traditional
television and creating a new type of medium.

47
 Bruneian audiences have always been deeply invested in their performances when it
comes to on-screen actors. Artists have always been a go-to source for the latest style, from
clothing to hairdos. Since advertising through Influencers have always used popular films to
promote their products, shows it should come as no surprise that product placement is
bringing about a paradigm shift through OTT when it comes to the entertainment business.
followers are looking for an eye-catching content to influence the audience. As a result,
influencer marketing has become an integral aspect of the advertising industry in the
following years and decades.
The study was focused on finding the factors of influencer marketing impacting the viewing
OTT platform. Further, the impact of demographic variables on the perception of impact
influencer marketing on the viewing choice of OTT platform was also analyzed through t test
and anova. The findings revealed that Influencer Credibility and Trustworthiness and content
quality are not influenced by demographic variables.

48
 References

Bressoud, E., & Lehu, J. M. (2007). The second life of product placement in movies: the
DVD. In The EMAC 36th Conference, Reykjavik, 22-25 May.
Bressoud, E., & Lehu, J. M. (2008). Product placement in movies: questioning the
effectiveness according to the spectator's viewing conditions.
Chang, S., Newell, J., & Salmon, C. T. (2009). Product placement in entertainment media:
Proposing business process models. International Journal of Advertising, 28(5), 783-
806.
De Gregorio, F., & Sung, Y. (2010). Understanding attitudes toward and behaviors in
response to product placement. Journal of Advertising, 39(1), 83-96.
Miles, P. (2009). Product Placement. The Impact of Placement Type and Repetition on
Attitude. Journal of Advertising, 4, 21-31.
Kakkar, A., & Nayak, K. (2019). Analysis of Product Placement in Web Series and Its
Influence on Consumer Buying Behavior. Global Journal of Management And
Business Research.
Kit, L. C., & P'ng, E. L. Q. (2014). The effectiveness of product placement: The influence of
product placement on consumer behavior of the millennial generation. International
Journal of Social Science and Humanity, 4(2), 138-142.
Nair, N. (2019, December 16). How to unleash the potential of advertising on OTT platforms.
Osborne, M. (2016). Product placement in House of Cards: the effects of presentation mode
and prominence on memory (Doctoral dissertation).
Chauhan, H. C., Patel, B. K., Bhagat, A. G., Patel, M. V., Patel, S. I., Raval, S. H., ... &
Chandel, B. S. (2015). Comparison of molecular and microscopic techniques for
detection of Theileria annulata from the field cases of cattle. Veterinary World, 8(11),
1370.
Qureshi, I. H., & Gul, M. (2015). Product placement in movies: Relationship between beliefs
towards product placement and usage behavior. Indian Journal of Marketing, 45(7),
35-47.
Ramesh, P., Shivde, R., Jaishankar, D., Saleiro, D., & Le Poole, I. C. (2021). A palette of
cytokines to measure anti-tumor efficacy of T cell-based therapeutics. Cancers, 13(4),
821.

49
Redondo, I. (2006). Product-placement planning: How is the industry placing brands about
moviegoer consumption?. Journal of International Consumer Marketing, 18(4), 33-
60.

50
 APPENDIX: QUESTIONNAIRE

1. What is you gender?

 female  male  transgender

2. What is your age?

 under 18  18 - 25  26 - 35  36 - 50  above 50

3. What is your occupation?

 working full time (more than 30 hours a week)
 working part-time (8-30 hours a week)
 student (full-time)
 temporarily unemployed
 retired
 permanently unemployed

4. Are you an active OTT platform user

 yes  no

5. Do you follow one or more social media influencers, whose content is evolving
around OTT Platform or informational posts on Instagram and Facebook?

 yes  no

Continues if both were answered with yes

6. What is your frequency of viewing OTT content

Everyday Thrice a week Twice a week Once a week

Few times in a month

51
 7. After reading each of the statements below please indicate your level of agreement by
using the following scale: “Strongly disagree”, “Disagree”, “Neutral, “ agree”,
“Strongly agree”.
Strongly Disagree Neutral Agree Strongly
disagree agree
If my favourite influencer recommends an
OTT-related brand on social media, I am more
likely to try it.
The more followers an OTT related influencer
on social media has, the more trustworthy I
find him/her
Reviews by influencers who have already tried
out an OTT-related product are more
trustworthy than reviewers provided by the
most famous personality.
OTT-related influencers on social media have
my best interest at heart.
OTT-related influencers on social media will
not purposefully endorse a brand that will harm
me.
If I found out that a OTT-related influencer had
been paid for a post on social media, it would
not negatively impact my perception of their
credibility.
If an influencer on social media has a personal
experience or review, I am more likely to
follow their advice
OTT-related influencers on social media who
themselves achieved a mass audience and
comment, like for views are the most
authentic.
Influencers on social media who keep
educating themselves by attending OTT-related
viewing choices are the most credible &

52
trustworthy.

Reviews of movies and web series made by

influencers I follow influence me to watch the
content

Event promotion made by influencer for OTT

content influences me to watch that OTT
Content

Interviews of celebrities by influencers is

creating major impact on the audience to watch
OTT Content

Contest run by influencers is creating more &

more interactive sessions to watch OTT
Content

Casting of social media influencer in an OTT

increasing more & more, this influences me to
watch the content that have been casted in.

Reaction videos by influencer can impact on

followers to watch the OTT Content

Short videos and reels are for the information

about the upcoming events & movie trailer ,
web series

Merchandise related to the OTT Content with

increase the foot fall on the online platform &
reviews related to the brand that is endorsed by
the influencer

53
 Trust on influencers that the information is
provided influences the followers to watch the
OTT Content

Review and comments of influencer are helpful

for the followers in deciding what to watch on
OTT Platforms
I find it useful that the influencer provide
information by promoting OTT content and this
helps me in deciding what to watch

10. Rank OTT platform of your choice from 1 to 10.

i. Netflix
ii. Amazon prime
iii. Apple TV
iv. ZEE 5
v. Hulu
vi. MX Player
vii. Disney plus Hotstar
viii. Voot
ix. Sony Liv
x. Alt Balaji

11. What if your favourite day and time to watch OTT content
______________________________________

12. Is any influencer that influence you for viewing or using OTT platforms.
________________________________

54
55