Sujata Bhakat, Swapna N S, Dr Kanthimathinathan. "Analyzing The Effectiveness of Digital Media Mix Strategies on Fintech Startup Marketing: Promoting UPI Payment Applications Among Urban Consumers in Bengaluru". kuey [Internet]. 2024 May 24 [cited 2026 Mar. 23];30(5):15010-23. Available from: https://www.kuey.net/index.php/kuey/article/view/8071