Digital Participation and Customer Engagement in DSMM
Conference Proceedings, ICBRP-2018, CIM-Patna, India
12 Pages Posted: 23 Mar 2018
Date Written: March 16, 2018
This paper is based on the findings of an empirical survey research, on digital engagements of customers buying or seeking information through digital media. It studies propensity and other engagement patterns in digital and social media marketing (DSMM). It statistically verifies if demographic factors of online customers have any significant influence on digital buying behaviour. This paper presents a conceptual model of ‘engagements and digital relationship.
Keywords: Digital marketing, DSMM, Digital Engagement
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