DIGITAL MARKETING RELATED STUDIES

 

Mort, et al (2002) Due to advancement in technologies and market dynamics, digital market is rapidly growing.

Kucuk and Krishnamurthy (2007) The study revealed that internet and virtual communities helps the consumers, societies and marketer to access and share information with others. It too helps in enhancing the communication skills also..

Priti Jeevan (2017) The creator found that digital marketing is a vogue that is clearing over the entire world. The pattern of digital marketing is developing step by step with the ideas of Internet marketing that is transforming into a significant foundation of digital marketing alongside the electronic devices like the digital bulletins, portable, tablets and cell phones, gaming consoles, and numerous such contraptions that help in digital marketing.

 A. Sandhya Rani, Uma Srikanth and Trivikram (2015) Digital marketing is the utilization of electronic media by the advertisers to advance the items or administrations into the market. Digital Marketing is ready for a more promising time to come. Digital Marketing has developed as a progressively conservative and ground-breaking mode of brand promotion. This paper to examine the future and extent of digital marketing.

M. Bala, D. Verma (2018). "A Critical Review of Digital Marketing". International Journal of Management, IT & Engineering, 8(10), 321–339. Madhu Bala, Deepak Verma Date Written: October 1, 2018. This paper offers views on some current and future trends in marketing. The paper is based on extant literature and internet sources, In this study, they acknowledged that businesses can really benefit from Digital Marketing such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, e-commerce marketing, campaign marketing, and social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games and are becoming more and more common in our advancing technology. Digital marketing is cost effective and having a great commercial impact on the business. Based on this study, it can further be argued that knowing which social media sites a company’s target market utilizes is another key factor in guaranteeing that online marketing will be successful. (See the full paper: A Critical Review of Digital Marketing by Madhu Bala, Deepak Verma :: SSRN )

"Digital Marketing: A Review" by Dr. Mrs. Vaibhava Desai International Journal of Trend in Scientific Research and Development (IJTSRD) March 2019 This paper mainly focuses on conceptual understanding of digital marketing, how digital marketing helps today’s business and some cases in the form of examples. To summarize, digital marketing has a bright future for long term sustainability of the product or services in the current technological market with all its pros and cons. (See the full paper: ijtsrd23100-libre.pdf (d1wqtxts1xzle7.cloudfront.net)) 

 Chaffey, D. and Ellis-Chadwick, F. (2012). "Digital Marketing: Strategy, Implementation and Practice." 1st ed. Harlow: Pearson Education. Chaffey and Ellis-Chadwick's book, "Digital Marketing: Strategy, Implementation and Practice," published in 2012 by Pearson Education, provides a comprehensive overview of digital marketing strategies and their implementation. The authors aim to provide an up-to-date guide for practitioners, academics, and students to develop effective digital marketing strategies that can enhance business performance.  the book provides a comprehensive and practical guide to digital marketing. 

Dahiya R., "A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market”, Journal of Global Marketing 31(2):1- 23, September 2017. investigates the impact of digital marketing communication on the consumer buying decision process in the Indian passenger car market.the study also confirmed that although customers appreciate the usage of digital channels throughout the decision making journey, still they don't book a car online.The study reveals that digital marketing communication significantly influences consumer awareness, information search, and evaluation of alternatives. The study also suggests that digital marketing communication has a significant impact on the overall consumer buying decision process. (see full paper : A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market: Journal of Global Marketing: Vol 31, No 2 (tandfonline.com))

"Digital Marketing" Jerry Wind, Vijay Mahajan this study suggests that, the most significant changes in the digital marketing show the emergence of 'cyber consumers', the cyber business-to-business world and the changing reality of an increasingly complex, dynamic and global markets.The reinvention of marketing requires a re-examination of all the concepts, methods and practices of marketing to assure their appropriateness for the changing global digital environment.A change that requires a shift toward a multi-disciplinary cross-functional perspective based on a thorough understanding of the power and pervasive impact of the Internet and related advances in information technology.(see the full paper ( https://symphonya.unicusano.it/index.php/sym/article/download/2002.1.04wind.mahajan/8713)

"Digital marketing: A framework, review and research agenda" P.K. Kannan, Hongshuang “Alice” Li key objective in this paper is to set an agenda for research in digital marketing.We have defined digital marketing in the broadest sense, and we have developed and proposed a framework that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies play a key role.

"Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study" Afrina Yasmin, Sadia Tasneem, Kaniz Fatema April 2015 this paper examine the effect of digital marketing on the firms’ sales. Additionally, the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. 

A. Sandhya Rani, Uma Srikanth and Trivikram (2015) Digital marketing is the utilization of electronic media by the advertisers to advance the items or administrations into the market. Digital Marketing is ready for a more promising time to come. Digital Marketing has developed as a progressively conservative and ground-breaking mode of brand promotion. This paper to examine the future and extent of digital marketing. 

Tomar, M., Pandey, A. K., Ahuja, V. & Bansal, S. (2019): The research Technology Acceptance model study has numerous practical and managerial applications and gives insightful information to the marketers to spend more on their digital marketing and how to create effective but customized social media, live interaction digital marketing campaigns, emailer so that they could target the potential of e-marketing and its humongous online consumer base. Also, it gives directions about how to develop new theories studying the effect of digital marketing strategies in an offline environment.

Lodhi, S. & Shoaib, M. (2017): This paper focus onto understand the SMART (Specific, Measurable, Achievable, Realistic, and Timed) electronic-marketing. There are also major hypothesis which depicts great insights and the quantitative research methodologies which are being used for the data analysis and data is gathered through google form questionnaires. At last it states that a great source for capturing global marketing through online marketing is placing ads on Facebook, E-mail, YouTube, E-webs in both consumer products, commercial and service ads

Due to the relevance of e-mail marketing, there is increasing interest from the corporate world in researching its effectiveness (Gartner 2020), especially given its ability to transform users’ value perceptions into loyalty (Hänninen and Kar- jaluoto 2017). When advertisers send a promotional e-mail, they aim to increase brand awareness, ensuring that consumers consider a given product among their different options to fulfil a specific need, stimulating the completion of a trans- action and improving loyalty (Mullen and Daniels 2009).

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