The current study attempts to measure the determinants of continuous intention of over-the-
top (OTT) platforms. In the present context, stimulus–organism–response (S–O–R) model …

This study attempts to understand the factors affecting usage intention, actual use,
satisfaction, perceived trust, and commitment to over-the-top (OTT) platforms. A research …

Purpose The demand for over-the-top (OTT) video streaming services has grown manifold in
the last few years. With increasing competition in the OTT market, it is vitally important for …

The current study examines how video content on over-the-top (OTT) platforms and the
enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We …

Abstract Over-the-top (OTT) TV services are pervasive in local and global markets.
Compared with traditional media consumption, OTT platforms afford users more control over …

As consumers' interest in over-the-top (OTT) platforms has been increasing, we thoroughly
examined the factors affecting the continuous usage intention of OTT services using the dual …

This research paper explores the relationship between Over the Top (OTT), Social
gratification, and customer engagement towards OTT platform, and Subscription intention …

Purpose The purpose of this paper is to determine, rank and form composite relational
factors that impact the millennial consumer's mind-set when they opt for an access-based …

Purpose The use of over-the-top (OTT) platforms grew substantially after the declaration of
the COVID-19 pandemic in 2020. With the pandemic receding, there is a concern that users …

The digital entertainment landscape has been dynamically evolving in recent years,
particularly with the escalating prominence of Over-The-Top (OTT) platforms. This research …