Understanding Digital Marketing Adoption in India: Integrated by Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) Framework

Start-ups although small, are great contributors in any economy. Marketing being essential function for their survival, this study aims to examine the use of digital marketing by start-up companies in India using two models TPB and TAM. The Proposed conceptual theoretical model is being tested empirically using a data comprised of 282 founders/owners of start-up companies, collected through structured questionnaire. Confirmatory factor analysis (CFA) is carried out for model fitness and structural equation modeling for path regression analysis. The results of the study suggest that perceived usefulness of digital marketing, attitude towards digital marketing, and perceived behavioral control of the