Digital Marketing Outreach: The Future of Marketing Practices

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Kavita Sharma Swati Aggarwal (Assistant Professor, Zakir Husain College, University of Delhi, India)

Digital Marketing Outreach

The Future of Marketing Practices

Kavita Sharma, Swati Aggarwal (Assistant Professor, Zakir Husain College, University of Delhi, India)

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English

Routledge India
27 May 2024

Regional studies; International business; Business communication & presentation; Sales & marketing; Distributive industries

This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement. The volume analyses various themes including viral marketing, influencer marketing, webrooming behaviour, online impulse buying, telemedicine, social media advertising, and app-based cab services. It examines the role of digital marketing in creating a positive and favourable brand image for organizations by advertising their social responsiveness on social media and studies the influence of political brand value on social media activities. The authors also provide insight into changing trends within consumer behaviour, reflect on future challenges within the field, and highlight areas of growth.

An important contribution to the study of new and emerging marketing practices, the book will be indispensable for students, researchers, and teachers of communication, marketing, brand management, social media marketing, advertising, e-business, digital humanities, and consumer behaviour.

Edited by: Kavita Sharma, Swati Aggarwal (Assistant Professor, Zakir Husain College, University of Delhi, India)
Imprint: Routledge India
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 450g
ISBN: 9781032325033
ISBN 10: 1032325038
Pages: 224
Publication Date: 27 May 2024
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

List of tables List of figures List of contributors Acknowledgements Introduction PART 1 Understanding digital consumers 1 Revisiting antecedents of consumers’ perceptions towards viral marketing: A scale validation approach BALPREET KAUR, RISHI RAJ SHARMA, AND RAMA BHARDWAJ 2 Influencer marketing: Its antecedents and behavioural outcomes MONIKA BANSAL AND NUPUR BHATI 3 An empirical study of customer satisfaction and customer loyalty intentions for payment banks KUNAL AND TEJINDER SHARMA 4 Webrooming behaviour: Concept and its linkages MEGHA RAWAT 5 Online impulse buying and its antecedents SARITA DEVI 6 Prospects and challenges of digital marketing SHEETAL KAPOOR PART 2 Social media for social causes 7 Effect of communicating corporate social responsibility through social media on brand image SIMMI DHYANI AND MEENAKSHI SHARMA 8 Influence of political brand value on social media activities SHVETA KALRA AND NEHA SINGHAL 9 Telemedicine: An innovation growing indispensable SHANU JAIN PART 3 Future prospects of digital marketing 10 Social media advertising: Concept, contemporary trends, and implications EMMANUEL ELIOTH LULANDALA 11 Social commerce: An effective distribution strategy RUTIKA SAINI 12 App-based cab services: Issues and challenges in the Indian context GARIMA JAIN Index

Kavita Sharma is Professor, Department of Commerce, Delhi School of Economics, University of Delhi, India. She has published her research in numerous national and international journals including Journal of Business Research , Vikalpa: The Journal of Decision Makers , Vision: The Journal of Business Perspective , Journal of Indian Business Research , Journal of Law and Social Sciences , and Global Business Review. She is a reviewer for Journal of Business Research , Industrial Marketing Management , Qualitative Market Research: An International Journal , Vision: The Journal for Business Perspective. Swati Aggarwal is Associate Professor, Department of Commerce, Zakir Husain Delhi College, University of Delhi, India. She has participated in international and national conferences and seminars organized by the Department of Management Studies, Indian Institute of Science Bangalore, IIM Lucknow, and Department of Commerce, Delhi School of Economics, University of Delhi. She has published in the Journal of Business Research , Journal of Commerce and Business Studies , CMSP- 2015, APEEJAY School of Management , and IIM Journal.