Influence of Socio-Economic Factors in Digital and Social Media Marketing: An Empirical Study in India

International Sociology Association RC33 9th-Conference on Research Methodology, Proceedings

18 Pages Posted: 26 Sep 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: September 12, 2016

Abstract

Convenience, novelty and simplicity are the prominent characteristics of Digital & Social Media Marketing (DSMM). At the same time, intensity and extensity of marketing activities on social media is a big challenge for any business, particularly in Developing countries. 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 various socio-economic aspects of ‘users’ with their ‘Engagement pattern’, within the framework of DSMM in India. 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. It attempts to find out the contributions of most influencing factors, in making DSMM more effective and sustainable.

Keywords: Social media, DSMM, Online buying behaviour

Suggested Citation

Das, Biswa and Subudhi, Rabi, Influence of Socio-Economic Factors in Digital and Social Media Marketing: An Empirical Study in India (September 12, 2016). International Sociology Association RC33 9th-Conference on Research Methodology, Proceedings. Available at SSRN: https://ssrn.com/abstract=2843076 or http://dx.doi.org/10.2139/ssrn.2843076

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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