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In a constant evolving country such as India, consumers are adopting new technologies faster than before and are more connected with the world with the help of digital media platforms. These platforms have emerged as a very effective medium to reach out to consumers in ways that are hard to achieve by traditional media. Luxury brands have acknowledged the potential of this digital channel and have been actively participating in digital marketing to reach out directly to their consumers and target audience. The motivation behind this paper is to dissect the effect of digital marketing on young consumers purchase behaviour for luxury products with specific reference to Andhra Pradesh and Telangana.
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