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These studies suggest that digital marketing significantly influences consumer purchase decisions in the Indian car market, with digital channels and social media playing a crucial role in research, recommendations, and overall buying behavior.
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Digital marketing has become a pivotal tool in influencing consumer purchase decisions across various industries, including the automobile sector. In India, the impact of digital marketing on consumer behavior, particularly in the car market, has been a subject of increasing academic interest. This synthesis aims to consolidate findings from multiple research papers to understand how digital marketing affects consumer purchase decisions in the Indian car market.
Digital marketing significantly influences consumer purchase decisions in the Indian car market. It affects all stages of the buying process, with websites and social media being the most impactful channels. Consumers have a positive perception of digital marketing, and demographic factors play a role in how these digital communications are received. The use of technology acceptance models further underscores the transformative effect of digital marketing on consumer behavior. Overall, digital marketing is a powerful tool that car marketers in India can leverage to influence consumer decisions effectively.
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