Success of Digital Marketing Model for Medical Professionals of Haryana: Validation of Results of Survey and Case Study

Abstract

The study used a survey analysis for 547 medical professionals of Haryana State in India to understand their buying behaviour practices through digital marketing. The distinctness on the exploitation of digital platforms has been accelerating in recent times and the level of digital marketing is exigent. The main objective of the study is to validate the success of digital marketing model for medical professionals through a case study administered to 60 medical professionals and to synthesis with Survey Based Results respectively. The study used Measurement Model Assessment and Confirmatory Factor Analysis (CFA) to exercise Average Variance Extracted (AVE) criterion for assessing convergent validity. All AVE readings were found to be higher than the suggested value of 0.50 and the results are adequate for demonstrating the model successfully. Also, step-wise regression technique was used to find the important predictors of the digital marketing model. The results depicts that each     co-efficient of determination and the adjusted co-efficient of determination are pellucid and further the Durbin-Watson index are acceptable for the model.