L'entreprise
Volume 15, Numéro 1, Pages 217-234
2026-09-08

The Relationship Between Digital Sensory Advertising Stimuli And The Stability Of Brand Image: An Empirical Study Of The Netflix Platform Using Structural Equation Modeling



Authors : Benkachoua Djelloul . Regue Zineb .

Abstract

This research paper aims to analyze the impact of digital sensory advertising on brand image stability through an empirical study of the audiovisual stimuli used by the Netflix platform. The study model includes an independent variable, namely digital sensory advertising, measured through two dimensions: visual stimuli and auditory stimuli. It also incorporates a mediating variable represented by digital advertising structure, operationalized through four dimensions: message clarity and relevance, the nature and context of the advertising display environment, interaction with digital advertisement viewers, and digital advertising language. The dependent variable is represented by brand image stability. To achieve the study objectives, a questionnaire was developed and administered to a sample of 150 respondents for data collection. The study findings revealed that the audiovisual stimuli of Netflix's digital sensory advertising significantly influence brand image stability.

Keywords

Digital Sensory Advertising ; Visual Stimuli ; Auditory Stimuli ; Brand Image Stability ; Netflix Platform

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