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@article{193418,
        author = {Pathlavath Karthik and Dr.D.Sunila},
        title = {THE IMPACT OF DIGITAL MEDIA ENGAGEMENT ON BRAND EQUITY AND CONSUMER PURCHASE INTENT IN THE INDIAN AUTOMOTIVE SECTOR: A MIXED-METHOD ANALYSIS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {316-325},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193418},
        abstract = {In this Digital Economy, Brand Positioning has transformed from a corporate-controlled narrative to a reputation shaped by public verification on social media platforms. These platforms have transformed the promotion of automotive brands by communicating & influencing consumers. This study mainly focuses on the digital media engagement to influence the brand equity and persuade consumer purchase intention through a mixed- method approach. The Data collection for the study was based on a questionnaire through a Google form to the consumers of the Mahindra & Mahindra Brand and to the sales team of Mahindra & Mahindra. The collected data is stipulated and interpreted through various statistical analyses. The observation of the Data provided a significant improvement in the Brand awareness through digital media. Eventually, the study offers Strategic implications in designing consumer-centric digital content to build a robust brand and stimulate the purchase behaviour in the Indian Market.},
        keywords = {Brand Positioning, Social Media, Social Media Influence, Mahindra & Mahindra, Consumer Experience, Phygital, Trust Anchor, SUV, Twin Peaks Identity, Dealership Service.},
        month = {March},
        }