SOCIAL MEDIA MARKETING AND COGNITIVE DEVELOPMENT IN INDIAN YOUTH
Journal Title: Delhi Business Review: An International Journal of SHTR - Year 2017, Vol 18, Issue 1
Abstract
This paper is an attempt to study the impact of social media marketing on cognitive memory and development process among Indian youth. Further, the connectivity of digital marketing via social media tools on the cognitive development process of youths, information search behaviour and mind transformation are observed (Agarwal, 2013). Alternatively, we can say β βCan social media marketing bring any new transformation in their thought process and information search process with respect to marketing than to the traditional marketing tools?β (Ting & Rashied, 2015). Methodology: The primary research is intended to understand and describe the cognitive development process of youth with respect to social media marketing in four metro cities namely Delhi, Mumbai, Calcutta, and Chennai. Online survey is conducted and justified sampling was used to collect the online responses from online population of specified age group. The descriptive research is based on the responses received from the 75 respondents. Research Limitations: The justified sampling is done therefore, there is a possibility of hopping few crucial respondents who are not included in the survey. The online survey showed poor responses in terms of questionnaires emailed and rate of response and time taken by the respondents to revert back. Practical Implication: The findings can be used by the digital marketers and researchers for understanding impact of digital media on young consumers further for tapping various segments and strata i.e., gender, education level, economic class, area, culture, etc. Originality: The descriptive research is an original work not submitted anywhere for publication or paper presentation. The citations and references are used and due credit is given to the authors wherever required in this text.
Authors and Affiliations
Amita Charan, Poonam Puri, Ekta Bansal
AN EXPLORATORY FACTOR ANALYSIS FOR DEVELOPING A SCALE OF ETHICS- A KNOWLEDGE MANAGEMENT PERSPECTIVE
Ethics has been broadly analyzed and explored from work-place perspective. However, research on ethics from knowledge management (KM) perspective is weak; very few empirical studies have been done in this regard. The pap...
CAPITAL ASSET PRICING MODEL (CAPM) AND INDIAN STOCK MARKET WITH AUTOREGRESSIVE INTEGRATED MOVING AVERAGE MODEL
THE objective of this study is to empirically investigate the applicability of CAPM for some selected stocks listed in the Bombay Stock Exchange (BSE) over the period January, 2014 β August, 2015. More specifically, the...
MEASURING JOB SATISFACTION 0F ACADEMICIANS USING HERZBERG THEORY
Thee study aims to test the significance of Herzberg theory in the field of academicians. The study also aims to measure the differences in the satisfaction level of academicians towards their job on the basis of the loc...
CRITICAL CAPABILITY CONCERNS OF SCHOOL ENTREPRENEURS IN PAKISTAN
We aim to explore critical capability concerns or the success factors of privately owned small and medium level educational institutes operating in Peshawar, Rawalpindi, and Islamabad cities of Pakistan. Methodology: The...
Performance Measurement System in Indian Banking Sector in Camel Framework A Comparative Study of Private and Foreign Banks in India
Purpose: The Banking sector is a crucial linkage between the household sectors and firms and forms the backbone of an economy. It forms the basis for all the productive activities taking place in an economy and the perfo...