Volume 55, Issue 2, February 2025

Articles

• Consumer Perceived Value and Decision Outcome in Multi-Channel Retail : A Systematic Literature Review

  Dinesh Sharma, Tapan Kumar Panda

  8-32

  • Requires Subscription or Fee PDF (INR 450)

  DOI: https://doi.org/10.17010/ijom/2025/v55/i2/174746

• Effects of Sensation Seeking, Creator Attractiveness, Content Novelty, and Credibility on Branded Entertainment

  Jungryum Kim, Dahyun Hong, Jong Woo Jun

  33-52

  • Requires Subscription or Fee PDF (INR 450)

  DOI: https://doi.org/10.17010//ijom/2025/v55/i2/174747

• A Transaction Cost-Benefit for the Bottom of the Pyramid Market

  Pranay Verma

  53-68

  • Requires Subscription or Fee PDF (INR 450)

  DOI: https://doi.org/10.17010/ijom/2025/v55/i2/174748

• Drivers Influencing Consumers’ Adoption of Over-the-Top Video Streaming Platforms: An Exploratory Sequential Analysis

  Pratibha Garg, Neha Gupta

  69-85

  • Requires Subscription or Fee PDF (INR 450)

  DOI: https://doi.org/10.17010//ijom/2025/v55/i2/174749