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ABSTRACT The purpose of the study is to propose a theory that will better explain consumer choice of content on over-the-top platforms using grounded theory approach in emerging market of India. Grounded theory methodology which relates to emergence of theory from concepts grounded in data was used. The responses were collected from young consumers through the process of theoretical sampling.
Advanced search Educational Gerontology Latest Articles Submit an article Journal homepage Full Article Figures & data References Citations Metrics Reprints & Permissions Read this article /doi/full/10.1080/03601277.2025.2538205?needAccess=true ABSTRACT This study examines the motivational factors influencing older adult learners with special needs in adopting Generative Artificial Intelligence (GenAI) for learning, by integrating Vroom’s Expectancy Theory with cognitive and social learning...
The COVID-19 crisis has made shopping centre developers and retailers re-think the norms of business, which are more driven by safety rules rather than the freedom to do business. This has now become the new normal of business. While everyone is talking about this new normal and how they should go about conducting their businesses, a key issue to understand is how the consumers would adapt.
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