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Keywords: Information processing theory
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Journal Articles
Can an OTT platform develop brand advocates via customer engagement? An integration of platform and message-based factors
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Asia Pacific Journal of Marketing and Logistics (2025) 37 (6): 1447–1464.
Published: 31 October 2024
...Sonali Singh; Richa Misra; Puneett Bhatnagr; Ekta Aggarwal Purpose The study follows platform theory (PT) and information processing theory (IPT) to understand the determinants of customer engagement (CE) on an over-the-top (OTT) platform. Platform-based factors include superior streaming...
