avirupa Basu

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Publications (4)

• Leveraging extended reality to elevate viewing experience in SVOD entertainment: Insights from industry executives
  Loisir et Société / Society and Leisure 2026 DOI: 10.1080/07053436.2026.2712867
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• Plant-Based Milk Consumption in India: Motivators, Deterrents and Marketing Strategies in a Competitive Market
  Journal of International Food & Agribusiness Marketing 2024 DOI: 10.1080/08974438.2022.2084198
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• Consumers’ Preferences for Ethical Entertainment Consumption: Conceptualization, Development, and Validation of a Scale
  Journal of Promotion Management 2023 DOI: 10.1080/10496491.2023.2184441
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• Shaping OTT Movie Consumption through Immersive Cinema: A Qualitative Investigation of Consumer Perspectives
  Vision: The Journal of Business Perspective 2022 DOI: 10.1177/09722629221138375
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