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

Authors: Neha Kalra; Pankaj Deshwal; Shiksha Kushwah; Samir Gokarn

Addresses: Department of Management Studies, Netaji Subhas University of Technology, Delhi, India ' Deceased; formerly of Department of Management Studies, Netaji Subhas University of Technology, Delhi, India ' Department of Management Studies, Netaji Subhas University of Technology, Delhi, India ' Department of Management Studies, Netaji Subhas University of Technology, Delhi, India

Abstract: 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.

Keywords: customer experience; management; over-the-top; technology; bibliometric analysis.

DOI: 10.1504/IJIMA.2025.148680

International Journal of Internet Marketing and Advertising, 2025 Vol.23 No.3, pp.255 - 287

Received: 06 Dec 2022
Accepted: 19 Jul 2023
Published online: 19 Sep 2025 *

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