Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


An Empirical Study Examining the Special Event of J&K′s Adoption of Digital Financial Inclusion

Author(s): Suhail Gupta, Syeda Shazia Bukhari and Prerna Katoch

The adoption of the ongoing digital revolution among the residents of different regions across the world especially in a country like India has been the primary focus of many researchers. The study here attempts to identify the differences occurring in two regions in digitally evolving country. The study involves a total of 450 primary data sets collected from both regions based on their population proportion. There are a number of statistical tools applied to arrive at the results of the study. It has been found that both regions exhibit differences in terms of digital awareness and factors influencing the process. It is interesting to note that digital divide and health awareness plays a significant mediating role in the adoption of digitalisation in both the regions.

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