SUCCESS OF DIGITAL MARKETING MODEL FOR SOFTWARE DEVELOPMENT INDUSTRY: VALIDATION OF SURVEY BASED RESULTS WITH CASE STUDY ANALYSIS
Abstract
India has been ranked as one of the growing countries in the field of IT sector and digitalization has developed enthusiastically.The present study covers the analysis of a survey for 406 IT professionals from software development industry for understanding their buying behavior through digital marketing and used regression technique to find the important predictors of the digital marketing model with its impact on the demographic variables. The main objective of the study is to validate the success of digital marketing model through a survey-based results and case studyanalysis, and synthesize the results for the success of digital marketing model for software development industry. The results depict that these predictors elucidate Durbin-Watson Index in the acceptable range and is suitable for the model.
Keyword : Digital Marketing; IT Professionals; Validation.
This work is licensed under a Creative Commons Attribution 4.0 International License.
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