Kavita Sharma is Professor, Department of Commerce, Delhi School of Economics, University of Delhi, India. She has published her research in numerous national and international journals including Journal of Business Research , Vikalpa: The Journal of Decision Makers , Vision: The Journal of Business Perspective , Journal of Indian Business Research , Journal of Law and Social Sciences , and Global Business Review. She is a reviewer for Journal of Business Research , Industrial Marketing Management , Qualitative Market Research: An International Journal , Vision: The Journal for Business Perspective.

Swati Aggarwal is Associate Professor, Department of Commerce, Zakir Husain Delhi College, University of Delhi, India. She has participated in international and national conferences and seminars organized by the Department of Management Studies, Indian Institute of Science Bangalore, IIM Lucknow, and Department of Commerce, Delhi School of Economics, University of Delhi. She has published in the Journal of Business Research , Journal of Commerce and Business Studies , CMSP- 2015, APEEJAY School of Management , and IIM Journal.

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

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.