Digital Marketing Outreach

This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement.

List of tables
List of figures
List of contributors
Acknowledgements
Introduction
PART 1
Understanding digital consumers
1 Revisiting antecedents of consumers' perceptions towards viral marketing: A scale validation approach
BALPREET KAUR, RISHI RAJ SHARMA, AND RAMA BHARDWAJ
2 Influencer marketing: Its antecedents and behavioural outcomes
MONIKA BANSAL AND NUPUR BHATI
3 An empirical study of customer satisfaction and customer loyalty intentions for payment banks
KUNAL AND TEJINDER SHARMA
4 Webrooming behaviour: Concept and its linkages
MEGHA RAWAT
5 Online impulse buying and its antecedents
SARITA DEVI
6 Prospects and challenges of digital marketing
SHEETAL KAPOOR
PART 2
Social media for social causes
7 Effect of communicating corporate social responsibility through social media on brand image
SIMMI DHYANI AND MEENAKSHI SHARMA
8 Influence of political brand value on social media activities
SHVETA KALRA AND NEHA SINGHAL
9 Telemedicine: An innovation growing indispensable
SHANU JAIN
PART 3
Future prospects of digital marketing
10 Social media advertising: Concept, contemporary trends, and implications
EMMANUEL ELIOTH LULANDALA
11 Social commerce: An effective distribution strategy
RUTIKA SAINI
12 App-based cab services: Issues and challenges in the Indian context
GARIMA JAIN
Index