... and hospitality industry. Thematic analysis is used to analyze data by using NVivo 14. Findings The study identifies significant privacy concerns, psychological impacts and data security risks in immersive advertising. Marketers emphasize transparency, consumer consent and ethical boundaries. Originality...

... at: satish@iimnagpur.ac.in 09 08 2023 20 11 2023 29 01 2024 30 10 2024 10 01 2025 08 02 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Viral marketing Systematic literature review Thematic analysis Customer...

... transformed viewers thought process, communication, and internet usage by offering a diverse array of content (Brown, 2014). Digital media consumption OTT platforms Streaming services Literature review Thematic analysis Statista (2023) stated that the number of OTT video users was 3.26...

..., the documents and reports available in the company were also analyzed. Thematic analysis was employed to analyze the interviews and documents. Next, a one-way ANOVA test and a two-sample t-test were used to measure the effectiveness of retargeting campaigns of the Company-X compared to normal campaigns...

... to accept app permission requests Survey Source(s): Authors’ own creation Smartphone apps Privacy concerns Thematic analysis Qualitative Smartphones are providing remarkable services to their users through various applications (apps) (Gokgoz et al., 2021 ; Ho...

... film industry and analyzes the interview transcripts using thematic analysis. Findings This study uncovers several noteworthy findings. First, films that drew both general (MASS audience) and niche (CLASS audience) viewers dominate the box office. Second, viewers prefer to see films that are based...