Abstract:The emerging market of over the top (OTT) streaming platform has evolved the movie industry to a new challenge. Providing moviegoers with a good viewing experience is critical for success in the highly competitive OTT market. This study aimed to examine the antecedent of the viewing experience in the context of the OTT platform and the mediating role of viewing experience toward behavioral intentions in Indonesia. In conjunction with the viewing experience, this study also includes social media exposure and fe… Show more
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