Engagement Pattern of Customers in Digital & Social Media Marketing: A Study on Effect of Age Group

Parikalpana: KIIT Journal of Management, Vol. 12, No. 1, January 2016

13 Pages Posted: 3 Apr 2016

See all articles by Biswa Das

Biswa Das

KIIT University

Rabi Subudhi

KIIT University - School of Management; KIIT University; KIIT University - School of Management

Date Written: January 1, 2016

Abstract

Convenience, novelty and simplicity are the prominent characteristics of Digital & Social Media Marketing. At the same time, intensity and extensity of marketing activities on social media is a big challenge for any business to plan and handle. This very challenge provokes management studies researchers to explore as much as possible in terms of gathering deeper knowledge and to attempt to make it useful for all stake holders. This paper covers the aspects of ‘Age Group’ related ‘Engagement pattern’ within the framework of DSMM. The aim is to create engagement opportunity and build up the relationship value and maintain it with long term objective. It tries to capture as to, how users look at online reviews and online purchases. Finally, their behaviour in terms of sharing the online experiences within friends, family and social group is examined. It is found that DSMM users of all age groups demonstrate quite positive indulgence in checking for online reviews and seeking information in social media. But the inclination to, share online experiences and influence buying decisions of others, actually declines with advancing age groups.

Keywords: DSMM, Social Media, Online Marketing, Online Buying

JEL Classification: M31, M10, L81, L82, M30

Suggested Citation

Das, Biswa and Subudhi, Rabi, Engagement Pattern of Customers in Digital & Social Media Marketing: A Study on Effect of Age Group (January 1, 2016). Parikalpana: KIIT Journal of Management, Vol. 12, No. 1, January 2016. Available at SSRN: https://ssrn.com/abstract=2757912

Biswa Das

KIIT University ( email )

Bhubaneswar -751024
Bhubaneswar
India

Rabi Subudhi (Contact Author)

KIIT University - School of Management ( email )

Campus - 7
KIIT
Bhubaneswar, Odisha 751024
India
91-674-2725713 (Phone)
91-674-2725278 (Fax)

HOME PAGE: http://www.ksom.ac.in

KIIT University ( email )

Bhubaneswar, Orissa 751024
India
916742725713 (Phone)
916742725378 (Fax)

HOME PAGE: http://www.kiit.ac.in

KIIT University - School of Management ( email )

Campus 7, KIIT School of Management
KIIT University
Bhubaneswar, OR Odisha 751024
India

HOME PAGE: http://www.ksom.ac.in

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