...Nidhi Gupta; Sultan Singh Purpose The paper aims to clarify the validity of the digital marketing model for software IT professionals. It proposes a model of buying behavior practices followed in digital era and outlining all six critical factors that were considered for developing this model. So...

... on an online survey to a panel of academic experts and practitioners, the paper presents the empirical validation of a previous conceptual model using a confirmatory factor analysis (CFA) approach. Findings Results demonstrate that a multi facet construct consisting of six main dimensions impacts on e...