BASHA, Shaik Mahaboob; VISWANATHA REDDY, C. Unpacking User Satisfaction in OTT Platforms : The Mediating Role of User Engagement. Indian Journal of Marketing, [S. l.], v. 56, n. 2, p. 63–85, 2026. DOI: 10.17010/ijom/2026/v56/i2/175926. Disponível em: https://indianjournalofmarketing.com/index.php/ijom/article/view/175926. Acesso em: 25 feb. 2026.