CRISIS-DRIVEN DIGITAL TRANSFORMATION: A  MULTIVARIATE ANALYSIS OF OTT PLATFORM  ADOPTION AND CONSUMER BEHAVIOR IN INDIA  DURING COVID-19. IITM Journal of Business Studies, [S. l.], v. 13, n. 1, p. 61–86, 2026. DOI: 10.48165/iitmjbs.2025.13.1.6. Disponível em: https://journalsiitmjp.com/index.php/iitmjbs/article/view/399. Acesso em: 30 may. 2026.