The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms by Sufyan Habib, Nawaf N. Hamadneh, Asif Hassan

“…The researchers will also investigate the mediating role of consumer engagement and brand image in mediating the relationship between digital marketing practices and OTT platform purchase intention. In a survey of 417 Indian consumers, it was found that there was no direct effect of DMM on the purchase intention of OTT platforms. …”
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Analyzing perception of Over-The-Top (OTT) sports broadcasting focus on social media big data analytics by Wonyong Jang, Jaeyeon Hwang

Subjects: “…Over-The-Top (OTT) platform…”
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OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions by Deepti Sinha, Sachin Sinha, Nidhi Phutela, Priya Grover

“… 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. …”
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Leveraging the potential of over-the-top platforms in optimizing student learning experience in education by Komal Chopra

“…Over-the-top (OTT) platforms have been considered a popular medium of entertainment. …”
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