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Keywords: Goal-directed behaviour model
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (7): 1634–1656.
Published: 23 January 2024
...Garima Sahu; Gurinder Singh; Gurmeet Singh; Loveleen Gaur Purpose With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive...
