School of Business and Economics scholar David Kimber will discuss consumer behavior and its impact on the industry.
The research Relationship between perceived content quality and consumer engagement in the streaming industry: effects on satisfaction, recommendation and loyalty, of the academician of the Faculty of Economics and Business Administration David Kimber, was recently awarded a Fondecyt of Initiationfor to delve deeper into the perception of content quality in the growing market of streaming platforms and analyze how they relate to consumer behavior.
"The purpose is to explore the audience's view of streaming. Historically, the discussion about quality has focused on traditional television, mainly from a technical-professional point of view. However, In an environment where people are consuming more and more television products through platforms, it is crucial to understand what the audience understands by content quality. This includes analyzing whether this concept has changed compared to when online consumption was not predominant and how it relates to variables such as engagement, satisfaction, loyalty and recommendation."Kimber explains.
The researcher emphasizes that this work is a development of his doctoral thesis, in which he designed measurement scales to evaluate the perception of the quality of television products. The project aims to update those measurements for the context of streaming and study its impact on the industry and academia. "It's a pure analysis of consumer behavior and its impact on the industry," he says.
Regarding the social impact of his research, the professor stresses the importance of evaluating the quality of the content disseminated through streaming platforms and other audiovisual media. "The content transmitted in these media has a great influence on the socialization and culturalization of society. Media companies have a social responsibility and must offer quality content both in the informative and entertainment fields. Measuring quality is a first step to make informed decisions at the public policy level or at the internal level of companies."
Kimber is also currently working on other research, one of which is an academic paper that studies the ability of children and adolescents to identify when they are being subjected to commercial attempts on platforms such as social networks, video games or streaming. In this work, he focuses on the variable known as advertising literacywhich refers to the ability of young people to distinguish commercial messages and how this knowledge influences their behavior. In addition, the academic is in the process of editing a book about Media Engagement together with Professor Dr. Mercedes Medina, from the University of Navarra. The book will have the collaboration of academics from different parts of the world, who will approach the subject from different perspectives. The publication is expected to be available in the second half of this year.
If you want to listen to a podcast interview with David Kimber about his research, click here.