HABIT FORMATION AND CONTINUOUS USAGE OF OTT PLATFORMS: AN EXTENDED UTAUT PERSPECTIVE. International Journal of Management, Economics and Commerce, [S. l.], v. 2, n. 2, p. 1–7, 2025. DOI: 10.62737/15w2eh98. Disponível em: https://ijmec.org.in/index.php/ijmec/article/view/70. Acesso em: 9 oct. 2025.