Social Media: A New Fangled Platform for Digital Marketing: An Empirical Study on Users

Author(s) : Dr. Subodh Kesharwani, Dr. Madhulika P Sarkar, Shelly Oberoi
ISSN : 0974 - 497
Year : May 2019 | Volume : 13 | Issue : 2/4

Abstract: The concept of marketing has undergone countless changes in last few decades, and it has developed into consumer leaning as consumer's expectations. Marketing research has turned out to be more customer-centric. With the era of digitization, the entire definition of marketing has evolved and completely opposite of conventional marketing. Digitization has not only changed the customer behaviour but has also made obligatory for the firms to rethink their marketing strategies and to implement innovative forms of communication with their prospective customers. The marketers need to focus on the relationship based interactions with their customers. Presently, social media has given a wider platform for online marketing to marketers due to its reliability, consistency and instantaneous features.it has made possible for marketers to target consumers easily and effectively. The paper gives a brief look at digital marketing in a holistic outlook as a pioneering way to create customer value to preserve and perk up stronger, and lasting customer relationships met with maintaining societal values and problems at the pinnacle. The present study attempts to find out consumers understanding of digital marketing through social media. The research is a pilot study, and the audience is limited to users having a digital presence in some sense. The data collection is done athrough a structured questionnaire using Google docs and responses generated are tested using Factor Analysis.


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