Influence of Socio-Economic Factors in Digital and Social Media Marketing : An Empirical Study in India

Convenience, novelty and simplicity are the prominent characteristics of Digital & Social Media Marketing (DSMM). At the same time, intensity and extensity of marketing activities on social media is a big challenge for any business, particularly in Developing countries. This very challenge provokes management studies researchers to explore as much as possible in terms of gathering deeper knowledge and to attempt to make it useful for all stake holders. This paper covers various socio-economic aspects of ‘users’ with their ‘Engagement pattern’, within the framework of DSMM in India. The aim is to create engagement opportunity and build up the relationship value and maintain it with long term objective. It tries to capture as to, how users look at online reviews and online purchases. Finally, their behaviour in terms of sharing the online experiences within friends, family and social group is examined. It is found that DSMM users of all age groups demonstrate quite positive indulgence in checking for online reviews and seeking information in social media. But the inclination to, share online experiences and influence buying decisions of others, actually declines with advancing age groups. It attempts to find out the contributions of most influencing factors, in making DSMM more effective and sustainable