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Keywords: OTT platforms
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (2): 323–348.
Published: 29 August 2024
... and advancements in OTT services. Design/methodology/approach This study adopted a hybrid review consisting of bibliometric and thematic analyses to present advancements in the OTT platforms. A hybrid review integrates both systematic and narrative approaches by emphasizing a literature search strategy...
