Title: Impact of digitalisation on youth consumer dynamics: a review of literature using R-software

Authors: Manoj Kumar Mishra; Sunil Kumar

Addresses: O.P. Jindal University, Punjipathra, Raigarh 496109, India ' O.P. Jindal University, Punjipathra, Raigarh 496109, India

Abstract: The rise of digitalisation in India has taken off at a huge pace over the last decade. This research is to invade the phenomenal rise of digitalisation in India with specific reference to the youth consumer dynamic of India. The study has investigated key words through word cloud of previous studies. It has further elaborated the word frequency map, correlation of consumer with other variables and tree map of maximum used words in previous studies. The paper helps to analyse the influence of digitalisation on consumer dynamics. In which 100 research articles have been used related to this topic. All collected articles have been analysed with the help of R software and results have been presented in the form of word cloud and tree map. This paper is an attempt to understand the nature of previous studies where with the help of this paper future course of action can be decided easily.

Keywords: youth; consumer dynamics; digitalisation; India.

DOI: 10.1504/IJPSPM.2023.129691

International Journal of Public Sector Performance Management, 2023 Vol.11 No.2, pp.177 - 190

Received: 04 Oct 2019
Accepted: 06 Mar 2020
Published online: 21 Mar 2023 *

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