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Organizational Opportunities Through Digital and Social Media Marketing

Organizational Opportunities Through Digital and Social Media Marketing

K. Pradeep Reddy, Venkateswarlu Chandu, B. Shifaly, Bhavana Likhitkar, Amala Gangula
Copyright: © 2023 |Pages: 12
ISBN13: 9781668468456|ISBN10: 166846845X|ISBN13 Softcover: 9781668468463|EISBN13: 9781668468470
DOI: 10.4018/978-1-6684-6845-6.ch008
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MLA

Reddy, K. Pradeep, et al. "Organizational Opportunities Through Digital and Social Media Marketing." Strategic Management and International Business Policies for Maintaining Competitive Advantage, edited by Ailson J. De Moraes, IGI Global, 2023, pp. 156-167. https://doi.org/10.4018/978-1-6684-6845-6.ch008

APA

Reddy, K. P., Chandu, V., Shifaly, B., Likhitkar, B., & Gangula, A. (2023). Organizational Opportunities Through Digital and Social Media Marketing. In A. De Moraes (Ed.), Strategic Management and International Business Policies for Maintaining Competitive Advantage (pp. 156-167). IGI Global. https://doi.org/10.4018/978-1-6684-6845-6.ch008

Chicago

Reddy, K. Pradeep, et al. "Organizational Opportunities Through Digital and Social Media Marketing." In Strategic Management and International Business Policies for Maintaining Competitive Advantage, edited by Ailson J. De Moraes, 156-167. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-6845-6.ch008

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Abstract

The internet and social-media have altered customer behaviour as well as the methods in which businesses operate. Organizations may benefit from digital and social-media marketing (DSMM) by lowering expenses, increasing brand-recognition, and increasing revenues. However, poor electronic word-of-mouth as well as obtrusive and unpleasant online-brand presence poses substantial obstacles. This chapter brings together the aggregate wisdom of various renowned experts on DSMM concerns. This study provides a significant and prompt contribution to both practitioners and investigators in the context of issues and challenges, highlighting the shortcomings of the existing research, identifying research gaps, and developing questions and propositions that can help promote knowledge in the area of DSMM promotions.

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