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Keywords: Digital adoption
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Journal Articles
Journal:
Rajagiri Management Journal
Rajagiri Management Journal (2026) 20 (2): 139–160.
Published: 06 May 2026
... at Link to the terms of the CC BY 4.0 licence . OTT platforms Technology acceptance model Uses and gratifications Crisis behaviour Digital adoption Consumer behaviour India The COVID-19 pandemic profoundly altered entertainment consumption in India, with traditional venues shuttered...
