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The IUP Journal of Management Research :
Barriers to Digital Media Adoption: An Indian Car Buyers’ Perspectiveh
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Digital medium without a doubt has exerted one of the strongest influences on consumers and marketers. Consumer behavior in digital realms has undergone significant changes, thereby opening a plethora of opportunities for the marketers. There is augmented enthusiasm surrounding digital media, however, there are certain issues with this contemporary medium which are not fully resolved. These barriers have not been given their due importance in the available literature. This study tries to fulfill this gap by conducting an empirical study that would highlight the barriers to digital media adoption from Indian car buyers’ perspective. The data was collected from 784 respondents from the study’s sampling area Delhi. 200 respondents (26%) never used digital communication channels while buying a car and exclusively used traditional communication channels. The study revealed the barriers to digital media adoption among Indian car buyers and also identified distinct customer segments making exclusive use of traditional communication channels while buying a car. Chi-square test and Cluster analysis were used as inferential statistics, and it was ascertained that the non-authentic nature of digital media was the prime barrier to digital media adoption among Indian car buyers. The study also revealed two specific segments, namely ,‘Traditional Laggards’ and ‘Struggling Learners’, using traditional channels of communication while buying a car.

 
 

The significance of the impact of digital technology on every business irrespective of its size, nature, location and type cannot be denied. The revolution witnessed through Internet (which is one of the most outstanding means of digital technology) on every aspect of business, for example, communication, customer relationship management, product development, supply chain management, brand management, buying and selling and customer service to name a few, is a turning point on the evolution of new commercial world (Hudson et al., 2012). Digital technologies have now proven to be the most effective modes of business communication and it has a significant effect on the overall communication process (Edelman and Heller, 2015). These contemporary technologies have redesigned the marketing communication network with its excellent proficiencies, viz., interactivity, personalization, traceability, accessibility, customer engagement and potential of handling varied and huge informational pedestals (Smith, 2011). A digital marketing practice is nothing but the dependency of marketing communication on ‘digital medium’. Bird (2007) defines digital marketing communication as a direct connection made over digital media between the company and its consumers or prospects. The ‘media’ here are the channels, instruments, applications, manners and devices, functioning primarily with the ‘digital codes’ (Rowan, 2002). Digital technology can be easily classified into content and device-based platforms. Some of the very influential content-oriented platforms are websites, social networking sites, online communities and search engines. Digital devices used nowadays include mobile phones, digital TV, digital outdoors functioning with both Internet and mobile technology (Wertime and Fenwick, 2011). In a nutshell, digital communication is an assimilated, discrete, targeted and assessable communication with the customers by using digital technology. It helps marketer to acquire new customers and retain existing customers, along with fostering long-term and productive business relationship with them (Ryan, 2014; and Adobe, 2015).

 
 

Management Research Journal,Indian Digital Landscape,Barriers to Digital Media Adoption,Digital Marketing in the Indian Passenger Car Market.