MSc Dissertation · Digital Marketing
Christoforos Sisamos
University of West London
Second edition, revised and expanded, 2026
Narrated by an AI model of the author’s own voice.
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Purpose. This study examines what draws consumers in Cyprus to subscription services and what leads them to keep or cancel them, in order to inform the marketing of subscription-based businesses in a small market.
Design. A cross-sectional online questionnaire combining closed and open items was completed by a convenience sample of 50 consumers recruited in Cyprus, whose residence was not recorded, between 31 July and 16 September 2023. Closed items were analysed descriptively and by exploratory cross-tabulation; open items were analysed thematically with a published coding frame.
Findings. Respondents subscribe mainly to music and video, and say that price, convenience and exclusive content attract them. Convenience is rated important by 80 per cent and branding, in an item that pairs it with marketing communication, by 40 per cent, the lowest of five factors; asked on its own, a well-known brand is said by 48 per cent to influence the decision quite a lot or more, a difference of four respondents that this design cannot explain. Sixty per cent have subscribed because of a promotion. Satisfaction arises mostly from what a service delivers, content, value and reliability; about half of the dissatisfying mentions, on the classification in Chapter 5, concern how the company behaves (18 of 31, and 15 of 31 on a re-reading of three answers that Appendix D.5 sets out), above all automatic renewal and difficulty cancelling. Of thirty-three demographic comparisons, two, both by gender, reached p below 0.05, and neither survives correction for their number.
Limitations. The sample is small, young and recruited through personal networks; the findings describe it and cannot be generalised.
Implications. A four-stage framework and eleven recommendations are proposed, centred on lowering the risk of trying and never taking away the control promised at sign-up.
Value. Consumer-side evidence from Cyprus on why people take up and keep subscription services, of which no earlier example was found, and a comparison of acquisition and retention within one sample, which shows an asymmetry between what satisfies and what dissatisfies consistent with the two-factor literature on services.
Who you are buying from. Christoforos Sisamos, Cyprus. Questions, problems and refund requests: chris@sisamos.net.
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