“CRISIS-DRIVEN DIGITAL TRANSFORMATION: A MULTIVARIATE ANALYSIS OF OTT PLATFORM ADOPTION AND CONSUMER BEHAVIOR IN INDIA DURING COVID-19 ” (2026) IITM JOURNAL OF BUSINESS STUDIES (JBS), 13(1), pp. 61–86. Available at: https://www.acspublisher.com/journals/index.php/jbs/article/view/24153 (Accessed: 18 July 2026).