Digital Marketing Outreach: The Future of Marketing Practices

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. The volume analyses various themes including viral  marketing, influencer marketing, webrooming behaviour, online impulse  buying, telemedicine, social media advertising, and app-based cab  services. It examines the role of digital marketing in creating a  positive and favourable brand image for organizations by advertising  their social responsiveness on social media and studies the influence of  political brand value on social media activities. The authors also  provide insight into changing trends within consumer behaviour, reflect  on future challenges within the field, and highlight areas of growth.

An  important contribution to the study of new and emerging marketing  practices, the book will be indispensable for students, researchers, and  teachers of communication, marketing, brand management, social media  marketing, advertising, e-business, digital humanities, and consumer  behaviour.