📄 Abstract
This study examines the strategic role of Customer Relationship Management (CRM) in digital multimedia broadcasting by analyzing the relationships among CRM capabilities, technological enablers, customer experience, customer satisfaction, engagement, and loyalty. Using survey data from 412 OTT, IPTV, and mobile streaming users, Structural Equation Modeling (SEM) was employed to test the proposed framework. Results indicate that technological enablers significantly strengthen CRM capabilities, which enhance customer experience, satisfaction, engagement, and loyalty. Customer experience and satisfaction mediate the relationship between CRM and loyalty, while personalization and omnichannel integration improve engagement. Data privacy significantly moderates CRM effectiveness. The findings demonstrate that technology-enabled CRM is a key source of sustainable competitive advantage in digital broadcasting.
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📚 How to Cite:
Savanam Chandra Sekhar, Degala Pushpa Sri, Dasari satyanarayana, Meeravali Shaik , ENHANCING AUDIENCE ENGAGEMENT AND LOYALTY THROUGH CRM IN DIGITAL MULTIMEDIA BROADCASTING: AN EMPIRICAL ANALYSIS , Volume 13 , Issue 6, June 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 79 - 86 , DOI: https://doi.org/10.36713/epra28291