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 …

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 …

Purpose Millions of dollars are being spent by over-the-top platform (OTT) providers to
produce content for the Indian market. These circumstances highlight the necessity for a …

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

Social media have been developed as a vital source of information for millennials
worldwide, including in India. The present study identifies the influence of the various social …

Purpose This study aims to investigate how over-the-top (OTT) media services affect
consumers' demands for value, convenience, visual experience and their ability to advance …

Para milenial memiliki ketergantungan terhadap gadget dan internet dalam memilih media
hiburan. Televisi konvensional (free to air) yang berjaya selama puluhan tahun, harus …

Originally, shopping in most developing economies takes place in designated marketplaces
and physical neighbourhood stores. Few decades ago, e-shops, are attractive alternate …

Abstract Research Aim: This research aims to determine the influence of content quality and
personalization on continuous intention to subscribe to Netflix through the mediation of …

Purpose: This study analyzed the effect of the perceived value of the OTT platform on
consumers' technology acceptance, continuous use intention, and WOM using the …