The Virtual Hitchhiker: Navigating The Digital Landscape of Online Cab Services

The advent of digital marketing has revolutionized consumer purchasing behaviour. The Internet, smartphones, and mobile apps are currently popular and essential tools for fulfilling daily needs and desires. With the increasing prevalence of this medium, the corporate landscape has predominantly shifted towards digital platforms. Consumers can utilise a diverse array of services that are accessible through digital platforms, particularly the applications provided on mobile phones. Companies are increasingly embracing digital platforms for marketing purposes. Companies offer a wide range of digital services and products to attract millennials. Given the recent surge in demand for organised online cab services in India, this research aims to examine the influence of digital marketing on these services, specifically in central India. Linear regression and ANOVA were employed in this exploratory study, analysing a sample of 206 respondents from central India. The study emphasised that digital marketing has a significant influence on structured online taxi services. Therefore, it is imperative for corporations to allocate a greater portion of their marketing budget towards digital media, as opposed to traditional media. This study will also yield valuable consequences for marketing managers in the transportation industry, as well as for academicians, by providing them with insightful information regarding consumer behaviour towards organised online cab services. Women will have a comprehensive understanding of the security aspects and advancements pertaining to online organised cab services.