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New age digital media consumption: An exploratory study based in India

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  • Rajat Sharma
  • Vikash Gautam

Abstract

Digitalisation continually changes the way societies conceptualise the role of the state in regulation and supervision of markets. India is graduating from a command-and-control model of economic and regulatory oversight of traditional industries, to a light-touch one for new industries. However, such an approach requires considered assessments of user/consumer perceptions towards the government and industrial inventions and behavioural responses while they plan to engage in digital consumption of the three markets. Accordingly, a large survey of 2000 users and app-data of over 20.58 lakhs users was collected and analysed to assess the perception and behaviour of users of digital markets.

Suggested Citation

  • Rajat Sharma & Vikash Gautam, 2023. "New age digital media consumption: An exploratory study based in India," IIMA Working Papers WP 2023-07-31, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:14699
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