Digital Participation and Customer Engagement in DSMM

Conference Proceedings, ICBRP-2018, CIM-Patna, India

12 Pages Posted: 23 Mar 2018

See all articles by Rabi Subudhi

Rabi Subudhi

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

Biswa Das

KIIT University

Date Written: March 16, 2018

Abstract

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

Suggested Citation

Subudhi, Rabi and Das, Biswa, Digital Participation and Customer Engagement in DSMM (March 16, 2018). Conference Proceedings, ICBRP-2018, CIM-Patna, India. Available at SSRN: https://ssrn.com/abstract=3144256

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

Biswa Das

KIIT University ( email )

Bhubaneswar -751024
Bhubaneswar
India

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