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Understanding the Role of Time in Content Selection Decisions on OTT Platforms

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Transfer, Diffusion and Adoption of Next-Generation Digital Technologies (TDIT 2023)

Part of the book series: IFIP Advances in Information and Communication Technology ((IFIPAICT,volume 697))

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Abstract

The growth of OTT video platforms has simultaneously given rise to various questions related to decision making. While the literature has addressed why consumers use these platforms, the consumer behaviour within these platforms needs to be addressed in detail. Hence, the purpose of this research is to undertake a literature review to identify the factors that affect content selection decisions and categorize them to formulate a conceptual framework. We further extended the conceptual framework by introducing the role of time. The study aims to add to the literature by developing propositions around how time availability shapes the content selection decisions. The research focuses on the need to consider how time influences online consumer behavior.

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Authors and Affiliations

  1. Department of Management Studies, IIT Delhi, New Delhi, India

    M. Vyshakh, Anjali Pandey, Khusboo Gupta, Agam Gupta, P. Vigneswara Ilavarasan, Arpan Kumar Kar & M. P. Gupta

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  1. M. Vyshakh
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  2. Anjali Pandey
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  3. Khusboo Gupta
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  4. Agam Gupta
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  5. P. Vigneswara Ilavarasan
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  6. Arpan Kumar Kar
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  7. M. P. Gupta
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Correspondence to M. Vyshakh .

Editor information

Editors and Affiliations

  1. IIM Nagpur, Nagpur, India

    Sujeet K. Sharma

  2. Swansea University, Swansea, UK

    Yogesh K. Dwivedi

  3. IIM Nagpur, Nagpur, India

    Bhimaraya Metri

  4. University of Bradford, Bradford, UK

    Banita Lal

  5. Royal Holloway, University of London, Egham, UK

    Amany Elbanna

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Vyshakh, M. et al. (2024). Understanding the Role of Time in Content Selection Decisions on OTT Platforms. In: Sharma, S.K., Dwivedi, Y.K., Metri, B., Lal, B., Elbanna, A. (eds) Transfer, Diffusion and Adoption of Next-Generation Digital Technologies. TDIT 2023. IFIP Advances in Information and Communication Technology, vol 697. Springer, Cham. https://doi.org/10.1007/978-3-031-50188-3_24

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  • DOI: https://doi.org/10.1007/978-3-031-50188-3_24

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-50187-6

  • Online ISBN: 978-3-031-50188-3

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