Role of influencers and its impact in Digital marketing ecosystems of Indian industries:
Digital marketing is the futuristic technology which finds it applications across global industries. This technology enhances the nature and way in which marketing is done. It has developed its momentum in Indian industry which has served global clients. The requirements are customized and the technology is used to provide effective consumer engagement and retention.
Although it is known that this technology has been researched in Indian context to a large extent – we do find that the role of influencers and their impact has not been analyzed or evaluated in Indian digital marketing ecosystems. As very limited empirical research has been done on these dimensions, there is a need for more researches to be conducted in this field. This can enhance Indian marketing knowledge which can be applied across the globe.
Keywords:
Consumer behavior and influencers, consumer behavior research, consumer psychology research, consumer and self research, consumer and family research, digital marketing research, digital engagement research, digital enhancement research, digital delight research & consumer decision making research.
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