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Unveiling the path forward: exploring the theoretical evolution and future research directions of over-the-top customer experience

Neha Kalra et al.

International Journal of Internet Marketing and Advertising2025https://doi.org/10.1504/ijima.2025.148680article
AJG 1ABDC C
Weight
0.37

What the paper says

This study conducts a comprehensive examination of over-the-top (OTT) customer experience literature, employing a bibliometric analysis on 376 papers from 1989 to 2022 using the Scopus database. Utilising analytical tools like Bibliometrix R package and VOSviewer, the research uncovers temporal evolution, trends, and networks via co-citation analysis. The findings of this study indicate that the peak in publications observed from 2014 to 2022, with 11 sub-themes identified through thematic analysis. Valuable managerial insights are gleaned, emphasising the strategic use of OTT platform expertise to enhance customer experience. This pioneering effort comprehensively analyses cross-disciplinary literature, tracing its historical evolution, current state, and providing insights into future advancements. The study contributes a holistic understanding of OTT customer experience, guiding future research and managerial practices.

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https://doi.org/https://doi.org/10.1504/ijima.2025.148680

Or copy a formatted citation

@article{neha2025,
  title        = {{Unveiling the path forward: exploring the theoretical evolution and future research directions of over-the-top customer experience}},
  author       = {Neha Kalra et al.},
  journal      = {International Journal of Internet Marketing and Advertising},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijima.2025.148680},
}

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.