Kumar, Suresh; Sindhu, Renu; Kaur, Swapandeep; Kumari, Neha - In: Impacts of Digital Payment Systems on Marketing, (pp. 205-230). 2026
Digital payment technologies has become an effective methodology to shape the consumer behavioral pattern and reach the brands (Visconti-Caparrós et al., 2022). This paper explores the strategic marketing implications of digital transactions, or rather, the effects of platforms such as UPI,...