Sahu, Garima; Singh, Gurinder; Gurmeet Singh; Gaur, Loveleen - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 7, pp. 1634-1656
Purpose With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption. Design/methodology/approach...