by Kavita Sharma (Editor), Swati Aggarwal (Editor)
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.
