What question did this study set out to answer?

This research aims to assess how digital media engagement influences brand equity and consumer purchase intent in the Indian automotive sector.

May 24, 2026International Journal of Innovative Research in TechnologyOpen Access

The Impact of Digital Media Engagement on Brand Equity and Consumer Purchase Intent in the Indian Automotive Sector: A Mixed-Method Analysis

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This research aims to assess how digital media engagement influences brand equity and consumer purchase intent in the Indian automotive sector.
Mixed-method approach combining qualitative and quantitative analyses
Data collection from automotive consumers in India
Assessment of brand equity and purchase intent related to digital marketing strategies
Increased digital media engagement correlates with higher brand equity
Positive relationship between enhanced brand equity and consumer purchase intent
Insights from qualitative interviews support the quantitative data findings

Implication

Mixed-method analysis evaluates digital media's effect on brand equity and consumer intent in the automotive sector.

Abstract

Explore the article titled THE IMPACT OF DIGITAL MEDIA ENGAGEMENT ON BRAND EQUITY AND CONSUMER PURCHASE INTENT IN THE INDIAN AUTOMOTIVE SECTOR: A MIXED-METHOD ANALYSIS from IJIRT Volume 12, Issue 10. This study evaluates the effectiveness of teaching programs on waste management knowledge among women.

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Cite This Study

Karthik et al. (2026) studied this question.

synapsesocial.com/papers/6a1296b248a0ea1665673bf9 https://doi.org/10.64643/ijirtv12i10-193418-459

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Implication

Mixed-method analysis evaluates digital media's effect on brand equity and consumer intent in the automotive sector.

The Impact of Digital Media Engagement on Brand Equity and Consumer Purchase Intent in the Indian Automotive Sector: A Mixed-Method Analysis

Key Points

Implication

Abstract

Discussion

Cite This Study

The Impact of Digital Media Engagement on Brand Equity and Consumer Purchase Intent in the Indian Automotive Sector: A Mixed-Method Analysis

Key Points

Implication

Abstract

Discussion

Cite This Study

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