STUDY OF THE ROLE OF DIGITAL MARKETING STRATEGIES AND THEIR EFFECTIVENESS IN SERVICE ORGANIZATIONS
Authors/Creators
- 1. Associate Professor, B.W.T. Institute of Business Administration
Description
The proliferation of digital technologies has significantly transformed the marketing landscape, particularly in service organizations where customer interaction, experience, and relationship management are critical. Digital marketing strategies such as social media marketing, search engine optimization (SEO), content marketing, email marketing, and online advertising have emerged as powerful tools to enhance customer engagement, brand visibility, and organizational performance. This study examines the role and effectiveness of digital marketing strategies in service organizations and evaluates their impact on customer engagement, brand awareness, and customer satisfaction.
The study adopts a descriptive and analytical research design. Primary data was collected from 400 respondents using a structured questionnaire. Statistical tools including reliability analysis, correlation, and multiple regression analysis were employed. The results indicate that digital marketing strategies significantly influence customer engagement and satisfaction. Social media marketing and content marketing were identified as the most influential predictors. The study provides practical insights for service organizations
Files
47-Dr. Bhaumik Nayak - Online - IERJ262003187088.pdf
Additional details
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- Is published in
- Journal: 2454-9916 (EISSN)
Dates
- Available
-
2024-04-15
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