2024
DOI: 10.1108/jarhe-07-2024-0332
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Understanding the behavioural intention of students for education via OTT platforms driven by social media advertisements

Latika Sharma,
Himanshu Bagdi

Abstract: PurposeThe paper aims to examine students' feelings about studying through over-the-top (OTT) education and how they are influenced by social media advertisements (SMA) while browsing the Internet. The study looked into the factors influencing students' behavioural intention (BI) for OTT education, which helps meet their individual needs beyond the limits of traditional platforms.Design/methodology/approachData were collected through an online survey using a structured questionnaire from 345 students in the pr… Show more

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