Impact of online Marketing on Decision-Making of Audiences of Web Series

Abstract

The rapid growth of digital media and streaming platforms has transformed the entertainment industry, particularly the consumption of web series. Online marketing strategies such as social media campaigns, influencer promotions, targeted advertising, search engine marketing, and user-generated content significantly influence audience decision-making regarding which web series to watch. This study examines the impact of these online marketing techniques on consumer behaviour and viewing choices. Using existing literature and theoretical perspectives from digital marketing and consumer behaviour, the paper argues that effective online marketing increases awareness, engagement, trust, and viewing intention. The research also discusses how personalized recommendations and peer reviews shape audience preferences in an increasingly competitive streaming environment.