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Keywords: OTT
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Journal Articles
VILAKSHAN - XIMB Journal of Management (2026) 23 (2): 288–308.
Published: 27 November 2025
... that the habit of the consumers did not mediate the willingness to pay. Practical implications The results of the study will help the decision makers and over-the-top ( OTT ) service providers in comprehending and devising different strategies for customers of different age and experience. The marketing plan...
