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What is OTT Platforms: Customer Recommendation Insights about?

This study analyzes the factors influencing customer recommendation intentions for over-the-top (OTT) platforms in India and the USA, expanding the expectation–confirmation model (ECM) to include constructs like neutral confirmation, C2C interactions, and perceived content quality. The findings indicate that while most hypotheses are supported, there are notable cross-country differences in how these factors affect perceived usefulness and user satisfaction. The research highlights the importance of underst

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