• Mukti Shukla
• Poonam Puri

This research work examined the Role of Digital Media in Shaping Consumer Behavior- with Reference to Electronic Appliances. The study from its main objective had the following specific objectives, which were to: determine the impact of digital media on purchase intention and selection of electronic appliances. Primary data has been collected by the distribution of questionnaire. Survey has been conducted by using convenience sampling method. Total 600 data has been recorded which was used for further statistical analysis technique. Hypotheses were tested using Regression method. The study found out that digital media significantly impacts on purchase intention and selection of electronic appliances.

Digital media, electronic appliances, purchase intention, consumer behavior

"Impact of Digital Media on Purchase Intention and Selection of Electronic Appliances", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 9, page no.f401-f407, September 2022, Available :http://www.jetir.org/papers/JETIR2209574.pdf

"Impact of Digital Media on Purchase Intention and Selection of Electronic Appliances", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 9, page no. ppf401-f407, September 2022, Available at : http://www.jetir.org/papers/JETIR2209574.pdf