This paper is based on the findings of an empirical survey research, on digital engagements of customers buying or seeking information through digital media. It studies propensity and other engagement patterns in digital and social media marketing (DSMM). It statistically verifies if demographic...

The greatest danger in times of turbulence is not the turbulence—it is to act with yesterday’s logic.—Peter Drucker. The future has arrived faster than anticipated as most companies have shifted to remote working style and most activities are being carried out on digital platforms. For the...