Diana Veneros-Alquinta

Explaining OTT continuance and positive word-of-mouth: the roles of content perceptions, ease of use, trust, and engagement

Over-the-top (OTT) services must retain users and encourage favorable recommendations in an increasingly competitive digital entertainment market. This study examined how content perceptions and perceived ease of use influence brand trust and customer engagement, and how these constructs relate to OTT continuance i...