Over-the-top video streaming (OTT) platforms, by their consummate artistry, are changing
how people watch television. No past research has investigated the relationship between …

Consumers are increasingly moving from traditional television to Over-The-Top (OTT)
streaming platforms. Although OTT platforms are widely used, people's interactions with …

The business ecosystem surrounding user-generated videos (UGVs) is rapidly expanding.
However, existing literature on the motivations for UGV consumption presents …

Abstract Globally, over-the-top (OTT) video-streaming platforms are proliferating. While it has
increased in popularity, there is limited academic research into its usage. However, there is …

Live streaming commerce has experienced tremendous growth over the past few years.
Although research has increasingly investigated the phenomenon of live streaming as e …

With the accelerating development of social networks and the popularization of intelligent
personal communication devices, live streaming has provided fluid experiences in time and …

In recent years, Over-the-Top (OTT) streaming services have become increasingly popular
as a form of digital leisure, triggering a significant shift of users from traditional television …

Over-the-top platforms are increasingly being accepted by the younger generation. This
study examines the different modes of watching films that have emerged due to the …

The rise of the Internet has enabled the consumers to share their brand related emotion in
social media brand communities. Members of brand communities frequently use the …

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 …