Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Anirvinna, C.; Jha, Deepak; Goodwin, Rapaka David; Pokhriyal, Deepak Title A name given to the resource Consumer willingness to adopt digital coupons in post-demonetization and COVID-19 in India Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Innovative Marketing;Volume;21;Issue;1;pp.157-169 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.21511/im.21(1).2025.13" target="_blank" rel="noreferrer noopener">https://doi.org/10.21511/im.21(1).2025.13</a> <br /><br /><a href="https://www.scopus.com/pages/publications/85218917414?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/85218917414?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Anirvinna C., TAPMI School of Business, Manipal University, Jaipur, India; Jha D., School of Business and Management, Christ University, India; Goodwin R.D., Department of Management, Veeravalli Vidya Sundar PG College, India; Pokhriyal D., School of Hospitality and Tourism Management, Manipal University, Jaipur, India Description An account of the resource This study aims to examine the factors influencing consumers willingness to adopt digital coupons in India. It focuses on the impact of two major events: demonetization in 2016 and the COVID-19 pandemic. Together, these events have caused a shift toward digital payments and digital coupons, changing consumer behavior in favor of digital solutions. This study specifically focuses on consumers in Jaipur, both urban and rural, to capture the unique dynamics of this geographical region. In this study, 110 respondents from different demographic groups were given a structured questionnaire. 12 respondents were selected for in-depth qualitative interviews to learn more about the factors that promote and hinder the use of digital coupons. Quantitative data analysis is conducted using SmartPLS 4 software, and the qualitative interview data are analyzed thematically. The regression analysis reveals that convenience and perceived value drives the use of digital coupons, with 75% of respondents reporting their adoption. The findings bring into perspective how the digital consumer landscape of India is evolving and what role incentives play in digital marketing in driving consumer preference and shaping the long-term feasibility of the strategy. The conclusion reinforces that the use of digital incentives for consumers will be influential in choices and underlines the feasibility of digital approaches in the new consumer environment in India. C. Anirvinna, Deepak Jha, Rapaka David Goodwin, Deepak Pokhriyal, 2025. Subject The topic of the resource cashless transactions; consumer behavior; COVID-19 pandemic; demonetization; digital coupons; digital literacy; digital payment platforms; Jaipur Publisher An entity responsible for making the resource available LLC CPC Business Perspectives Relation A related resource ISSN: 18142427; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access; Green Open Access Format The file format, physical medium, or dimensions of the resource online