Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Critical Review of Binge Watching Behaviour through the Prism of Vroom's Expectancy Theory

Author(s): Arvin Subramanian, Dr. A. Seetharaman and Dr. K. Maddulety

The purpose of this study is to investigate the various motivation factors for binge watching. Binge watching is defined as watching two or more episodes of a web series, one after the other. Since the advent of internet, binge watching behaviour has become very popular among youngsters. The Methodology of the study comprises of two aspects. (i) Through systematic literature review, the various motivation factors are identified. They are – Information attainment, Entertainment, Hobby/ Companionship, Escape/ Mood management. (ii) The second aspect of the study is to showcase the identified motivational factors in a theoretical framework. The study intends to make a significant contribution to Vroom’s Expectancy Theory, by incrementing with additional variables (both positive and negative) impacting the motivational force. The study will be useful to (i) Video streaming platforms to offer binge-worthy videos and (ii) Marketers to understand how to drive audience, towards binge-watching.

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