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Keywords: OTT platforms
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Journal Articles
Journal:
Rajagiri Management Journal
Rajagiri Management Journal (2026) 20 (2): 139–160.
Published: 06 May 2026
...Gulam Mustafa Purpose This study aims to investigate the transformative impact of the COVID-19 pandemic on over-the-top (OTT) platform adoption and digital entertainment consumption among Indian consumers. By integrating the technology acceptance model (TAM), uses and gratifications (UG) theory...
