Purpose: This paper aims to examine the relationship between religiosity and consumer values, religiosity and consumer decision making styles (CDMS), and the mediating role of consumer values in the relationship between religiosity and CDMS among young Indian Muslim consumers....

In 2022, statistical data indicated that approximately 41% of individuals aged 55 and above in India intended to increase their video streaming and TV consumption. Against this milieu, this research article explores baby boomers’ orientation toward Over-The-Top (OTT) platforms, investigating...