OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions
This study explores the factors that affect intention and choices of millennials for subscription of Over-The-Top (OTT) platforms. The study involved a mixed-methods approach, involving exploratory and descriptive design. The outcome of the study showed that there is a profound impact of demogra...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2024-10-01
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| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | https://mail.econjournals.com/index.php/irmm/article/view/17110 |
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