Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Consumer ethnocentrism and buying intentions on OTT platforms Description An account of the resource This research delves into how OTT platforms are transforming media consumption patterns and explores the role of consumer ethnocentrism in shaping buying behaviors within this context. Through a literature review and quantitative research methodology using a Likert-scale questionnaire, the study investigates the relationship between consumer ethnocentrism, buying intentions, and various influencing factors on OTT platforms. Contrary to expectations, the findings show that consumer ethnocentrism has minimal impact on buying behavior. Instead, factors such as price, content variety, personalized recommendations, cultural alignment, ease of platform usage, familiarity with foreign content, and language preferences are crucial in determining viewers' buying intentions. The chapter concludes by recommending that OTT platforms integrate cultural sensitivities into their strategies to better cater to diverse viewer preferences, thereby enhancing market competitiveness and audience engagement. 2024, IGI Global. Creator An entity primarily responsible for making the resource Poddar P.; Anand K.; Babita B. Source A related resource from which the described resource is derived Consumer Experience and Decision-Making in the Metaverse, pp. 36-56. Publisher An entity responsible for making the resource available IGI Global Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-4167-4.ch003" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-4167-4.ch003</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198849834&amp;doi=10.4018%2F979-8-3693-4167-4.ch003&amp;partnerID=40&amp;md5=a374aef12d6dbf17b160724c7fa8dcf8" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198849834&amp;doi=10.4018%2f979-8-3693-4167-4.ch003&amp;partnerID=40&amp;md5=a374aef12d6dbf17b160724c7fa8dcf8</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-836934168-1; 979-836934167-4 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Poddar P., School of Business and Management, Christ University, Bangalore, India; Anand K., School of Business and Management, Christ University, Bangalore, India; Babita B., School of Business and Management, Christ University, Bangalore, India