Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/1153
Title: Effectiveness of digital marketing a descriptive analysis
Authors: Gupta S
Kumar R.
Keywords: Digital channels
Digital marketing
Effectiveness
Issue Date: 2017
Publisher: Serials Publications
Abstract: Purpose: This article studies about the perception of Digital Marketing among the Indian youth. It also tries to showcase the effectiveness of various Digital Marketing Channels. Design/Methodology/Approach: The survey method was used to get the responses from the customers. Total 300 customers were approached from which 250 fully filled forms were received. Factor analysis and Descriptive analysis is used to study the perception, importance of digital marketing and various digital media channels. Findings: From the results Social Networking Site emerges to be most effective media tool, followed by Search Engine Optimization (SEO) and Web Portals. It can be seen that Indian youth is divided over digital marketing. Research Limitations/Implications: Future research can be conducted using different methodologies, such as interviews, focus groups discussion and expert talks to study the perception, effectiveness regarding Digital Marketing regardless of geographical boundaries. � Serials Publications Pvt. Ltd.
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85092945954&partnerID=40&md5=5d9aca0c7034f182246bbda4d072218b
http://hdl.handle.net/123456789/1153
Appears in Collections:Journals

Files in This Item:
There are no files associated with this item.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.