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

Key Points

• 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