Digital medium without a doubt has exerted one of the strongest influences on consumers and marketers. Consumer behavior in digital realms has undergone significant changes, thereby opening a plethora of opportunities for the marketers. There is augmented enthusiasm surrounding digital media,...

Purpose - Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process. However, there are very less number of studies available if one wishes to understand the specific reason(s) for the...