Factors impacting in psychological consumer perceptions on binge watching in over-the-top industry considering neuroscientific theory.

Abstract

Sensory Marketing Overview: Sensory marketing is a dynamic strategy designed to captivate audiences by stimulating one or more of the five senses, yielding positive and lucrative responses. It enriches overall experiences, making them more memorable and distinctive for the target market. While widely practiced today, successful sensory marketing requires a thoughtful alignment of sensory elements with brand identity.