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