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


Rural Evolution towards Digitalization: A Systematic Review on Adoption of Digital Resources and use In Rural Areas of Jammu Region

Author(s): Suhail Gupta and Syeda Shazia Bukhari

The digital divide refers to significant disparities in the allocation of information and communication resources among two or more people. Despite the fact that access to communications resources has improved since the early 1990s, the gap between countries and localities is widening, and discrepancies in communication resource use are widening. Even if improved access to communications for rural areas has benefited to some extent, the geographical divide in emerging countries is wider. Different facets of the digital divide exist in different places. The factors that contribute to the digital divide in Jammu and Kashmir were identified through pilot research. The pilot study's findings are summarized here. Floating surveys and interviews with rural and urban populations were used in the study. Questions about web access, how to use it, worries about usage, and so on. Other data analysis discoveries were discovered in addition to the digital factors of division. Despite the fact that the government provides Internet access, the poll indicated that knowledge of these activities is still limited. This article is the result of a pilot study that looked into and offered guidance on the factors that influence the regional digital division.

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