role of digital marketing as a platform …journal of business administration and management...

Journal of Business Administration and Management Sciences July 2018 Vol. 02 Issue No. 02

268

ROLE OF DIGITAL MARKETING AS A PLATFORM FOR PROMOTING

CONSUMER PRODUCTS/BRANDS

Farrukh Naseem Qureshi* Aadil Rehman**

ABSTRACT

Digital marketing is not only fast paced but has impacted many businesses positively that

totally depends on this efficient medium to reach their target audience. Consumer brands that

have been using conventional methods of marketing have started depending on digital

marketing and blended it well within their marketing mix. This paper highlights the multiple

dimensions of Digital marketing in generating brand awareness, recognition and recall and

also becoming an imperative part of business strategy. The guiding framework discusses the

important role of digital techniques in revolutionizing the marketing and becoming a vital part

of marketing strategy for businesses irrespective of their size and sector they deal in, holding

a significant role for the provision of promotion of consumer brands/ products. Various Issues

involved with brands focusing on Digital Marketing keeping in view Local Preference, Brand

Engagement Level, Brand loyalty & Brand Attachment are also considered to evaluate the

data and viewing effects of consumers & local businesses. This study also highlights various

level of satisfaction involved in using Digital Marketing as an online business tool. One of the

aims of the research is to understand how Digital Marketing can impact on Consumer Brand

Perception. Findings are discussed with regard to their practical and scholarly implications

to understand that “Digital Marketing” can create a positive impact on promoting consumer

brands.

Keywords: Digital Marketing, Brand Loyalty, E-commerce, Social media marketing,

Consumer brands

JEL Classification: M31, M39

1. INTRODUCTION

“It is true that the Internet will change everything. It is not true that everything will change.”

Paul Deninger, CEO of Broadview Capital Partners, quoted by Useem (2000)

Since the birth of Internet & Online Services, Digital Marketing has played a major role in promoting brands

online globally, it is said that when online searches got available soon businesses started offering services online.

Role of Digital Marketing proved to be a huge success globally ad since its induction in Pakistan it has shown to

grow business at a higher rate as compared to conventional marketing techniques (Urban Cities).

Digital Marketing as we all know is an “Online platform where organizations market their brands/products on the

Internet using digital media channels which manages various brands and brings maximum reach to consumers not

just nationally but cross border marketing”. The 21st century brought in the era of digital/online marketing, selling

& procurement. According to a survey by ‘Focus Works’ a total of 115 million users are actively doing business

online in US which accounts for roughly 53% of their total population as well as 40% of global internet users.

Digital Marketing Services started off in Pakistan in early 2009 and is rising at a steady pace. According to

countless several researches done in Pakistan statistics shows that a total of 23% of the population were using

internet in 2010 and as of 2016 report the percentile has increased to 49% of literate internet users. Many global

& national brands are now using digital marketing channels to market their brands.

Our point of research will be focused on metropolis city Karachi which has a total of 14.9 million population and

internet access to almost 70% of the residents. Our research is mostly limited to online shoppers and businesses

using digital marketing as a median to promote their brands and giving a comparison between traditional

marketing & digital marketing tools with major point of focus being the Online Marketing process whether

customers are buying products that are being marketed online.

We also have used a model of Brand Management and this model will also result in one of the pillar foundations

of our research report. The model defined is Keller Brand Equity Model, this model was introduced by Kevin

Lane Keller a marketing professor at the Tuck School of Business at Dartmouth College. The basic concept about

this model is “How your customers think and perceive about your product, building a strong brand and creating

the right type of experience around brand”. Here in this model we will only be analyzing and viewing the 4 th and

final stage of the model that is “Resonance”, according to (Keller, 2012) Brand Resonance sits at the top of the

Brand equity pyramid and thus is the most difficult & the most desirable stage for any organization to want for its

* Corresponding Author, Lecturer, Shaheed Zulfiqar Ali Bhutto Institute of Science & Technology – SZABIST,

Karachi, Pakistan Email: [email protected]

** Sr. Business Development Executive- Skills International Pakistan


269

brand, he broke down this resonance factor into four stages;

Customer Behavioral Loyalty – Repeat Purchase

Attitudinal Attachment – Brand is being seen as something special by the customers

Sense of Community Belonging – Association with the brand

Active Engagement – Customers being actively engaged with your brand

1.1 Problem Statement

To study the effects of Internet on Digital Marketing Channels for promoting & marketing physical brands

online.

To measure the intensifying competition as there are countless digital marketing channels that are relatively

cheaper than traditional advertisements which makes harder to gather business but easier in capturing

customers

What perceived quality does a consumer thinks while shopping or looking at a particular brand online & will

that information be justified to shop online?

To measure the level of safety and security, do the various Digital marketing channels define to make their

customers into potential users?

To study if digital marketing channels can help in promoting local brands in international regions by placing

Global Integrated Online Marketing tactics?

1.2 Research Questions

Q1: Digital Marketing is an Effective tool in promoting Consumer Products/Brands?

Q2: In recent years increase in E-mail marketing, text messages & pay per click activities used by various

organizations in brand promotions, discounts has increased the customer base & sales?

Q3: Digital Marketing tools like Search Engine Optimization & Pay per Click helps create brand recognition

more vividly and promotes other organizations products to all available online channels?

Q4: In Pakistan both Global & Local companies are using Digital Marketing Tools to promote their brands,

mostly using E-Commerce as a median?

Figure 1.1: (Keller) Brand Equity Model


270

1.3 Research Objectives The primary objective of our research is to:

To point the importance of digital marketing in today’s society as well as what level of effectiveness does

digital marketing platform plays in promoting various brands.

Various Issues involved with brands focusing on Digital Marketing keeping in view Local Preference, Brand

Engagement Level & Brand Attachment (Repurchase Intention).

Viewing effects of consumers & local businesses demographics that are involved in using Digital Marketing

techniques.

Various level of satisfaction involved in using Digital Marketing as an online business tool.

Over view on How Digital Marketing can create Brand Awareness & Recognition through various tools

To understand how Digital Marketing can impact on Consumer Brand Perception.

1.4 Scope

This research is based on finding the benefits that are involved in using Digital Marketing as a medium of

promoting and marketing businesses and products/Brands online. Our views are optimistically based as generally

the Pakistani market is new to Digital Marketing but is rapidly picking pace in moving to the top levels, as our

research is Qualitative in nature, so our findings and justifications would be based on analysis and reviews on

benefits of Digital Marketing platform in promoting and marketing new products.

1.5 Limitations

Our point of research is focused on metropolis city Karachi which has a total of 14.91 million population and

internet access to almost 56% of the residents. Our research is mostly related to those firms using Digital

Marketing as a primary tool for brand image building and marketing using various online channels including

social media & search engine tools, with a limitation such as: being a qualitative study, our research questions

were completely close-ended so respondents were sampled using “Purposive Random Sampling” which made

data analysis easier to obtain.

1.6 Justification

The purpose of this research is to provide useful information to those organizations willing to use Digital

Marketing as a tool to promote their Brands online, getting useful information in knowing what the customers

want and getting customer insights through digital analytics. Digital Marketing is relatively cheap yet more

efficient than conventional form of marketing. Due to shortage of time we will be focusing on prime digital

marketing companies like “Shophive.pk, Daraz.pk, MyCart.pk & Yayvo.com” etc.

2 LITERATURE REVIEW

The chapter includes detailed information, sources & works on major areas related to Digital Marketing as a

platform for promoting consumer brands, by reviewing various past researches, blogs, internet articles and Internet

research. All of these researches will be the pillar for our research done, as said earlier very limited research have

been conducted on digital marketing in Pakistan.

Since the major domain of our research topic consists of Digital Marketing and its role as promoting consumer

product, so the literature review will revolve around the said domain work.

2.1 Digital Marketing

As defined; “Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage

digital channels such as Google search, social media, email, and their websites to connect with their current and

prospective customers”. 1

In present world consumers are more time online then they used to do a decade ago, it is because organizations

are putting a lot of input in generating online marketing tactics, making as many consumers as possible to be/get

affiliated with their brands.

Previously marketing was used only to find “What the Consumer Wants” & “Using conventional marketing

strategies like ‘Push’, ‘Point Sales Marketing’ & ‘Advertisements’ generally used to provoke customers into using

your products”, now Marketing has completely been changed by simply “Connecting with potential consumers,

At the Right place, At the Right time”.

Organizations are rapidly promoting their products/brands using online digital marketing tools, and trying to

access customers globally, through means of digital marketing channels, this makes the world a global village2.

1 Alexander, Lucy. 2016. MJN Marketing. https://mjinmkt.wordpress.com/2016/12/08/what-is-digital-

marketing-and-why-it-matters 2 Kotler, Philip, and Kevin Keller. 2006. Marketing Management. Prentice Hall


271

Digital Marketing by far is the most efficient & effective tool to promote an organizations

Services/Brands/Products not just locally but also globally. This is because people are spending more time doing

online search and comparisons as compared to offline median. Use of Social media has promoted both

organizations and customers to meet and decide on what to buy and from where, this has created a battle ground

for different organization marketers to engage customers and trying to influence and change their choice of

decision.

2.2 Digital Marketing of Today

Digital marketing tools and ideas have evolved a lot during the past two decades where transitioning from website

itself to “Online Branding Assets” where conventional digital marketing tools like, ‘online advertising, e-mail

marketing, online brochures’ and beyond, and digital marketer have changed this huge spectrum of tactical plans

and assets that one may find below the digital marketing umbrella, now presenting a clear picture of how each

single tactic/strategy or asset can support the marketers overarching goals.

We gathered information regarding what are Assets under Digital Marketing and what are its Tactics;

2.2.1 Assets

Own website

Blogs posts

E-books and whitepapers

Infographics

Interactive tools

Social media channels (Facebook, LinkedIn, Twitter, Instagram, snapchat etc.)

Earned online coverage (PR, social media, and reviews)

Online brochures and look books

Branding assets (logos, fonts, etc.)

2.2.2 Tactics

2.2.2.1 Search Engine Optimization (SEO)

It relates to the process that affects the viewing visibility of a website, webpage in results that are unpaid on a web

search engine. Setting up algorithms, contents, HTML & analytics knowing what percentage customer traffic is

on the site and customer preference, making SEO a successful digital market tactic.

2.2.2.2 Content Marketing

This digital marketing tool is used to promote brand awareness and growth in customer’s followings, content

marketing is a management process using various digital channels to increase Brand to Customer awareness and

forecasting and customers change in behavior. Primary responsibility is to promote customers interaction with the

organization and increasing brand viewership which simultaneously increases brand sales.

2.2.2.3 Inbound Marketing

Promoting brand/products through using “Full-Funnel Approach” for attracting lead customers and converting

them as potential users, through using Digital contents.

2.2.2.4 Social Media Marketing

As said before people usage of online internet tools like Social media has increased at a rapid growth and users

spends quite a lot time using Online Social channels like (Facebook, twitter, Instagram etc.) and organizations can

use these as a platform for promoting their brand to customers online, this tactic is by far the most used and

successful for any organization to promote consumer brands/products or services fast and cheap.

2.2.2.5 Pay per Click (PPC)

Basic form of driving traffic to one’s website is through using pay-per-click (PPC) where a user visits a website

and sees a brand advertisement which seems pleasing, eye catching and the person click on that advertisement

only to be taken to that specific brand web page, as soon as the person click the advertiser need to pay a agreed

amount to the website owner through two PPC variants (Google AdWords & Microsoft Bing Ads).

2.2.2.6 Affiliate Marketing

Type of a digital ‘Performance-Based’ advertising where a website, webpage owner markets other organizations

brands and receives a percentage commission on promoting the brand maximum time.


272

2.2.2.7 Native Advertising

Online Brands advertisements that are non-paid and usually done on various social media channels like (Facebook,

Twitter etc.) to promote the brand through series of Advertorial Pictures or Videos, like we currently are

experiencing any brands or service company advertisement in the middle or start of an online video that we are

streaming.

2.2.2.8 Marketing Automation

A type of digital marketing software that sends automated brand messages for awareness or promotion to various

persons through automated E-mail, Social media or other relevant marketing actions to convert those persons into

potential buyers/users of that brand.

2.2.2.9 Email Marketing

Usually nowadays every organization uses this digital marketing channel to interact with their potential customers

or users to talk about their brands and communication their brands advantages to those users. Email Marketing is

also used to promote brands discount coupons, and or new promotions and work.

2.2.2.10 Online Public Relations (PR)

Normally used as Digital Marketing Channel used through various Public Blogs, websites, Content Pages &

Digital Publications to interact and convey organizations Brand messages to customers and users, usually a forum

where Brand Ambassadors & Customers interact and talk about the brands usages and perceived value.

2.3 Digital Marketing as a Tool for Promoting Brands

With the Launch & Introduction of Internet and back in the 90s gave in new opportunities to organizations to

promote their brands, soon came the World Wide Web (WWW) and other portals where organization Brands and

Customers can interact and do online transactions, with the Introduction of Web 3.0 (The Mobile Era) things have

become much easier as well as complexed, now it is reality that organizations and consumers both can access to

information at any place anywhere with 24/7 accessibility. Technology plays a vital role in improving business

units’ service quality which determines the end product be like. In today’s world Brands are getting closer and

simultaneously being more attached to consumer’s everyday life and this is being done increasingly by marketers,

making customers the “Co-Producers” of Brands Value is getting increasingly important3. Internet Web has

created a bigger opportunity to be able to reach niche market buyers easily and with a fraction of a cost form

conventional marketing tools (advertising), this brings in advantage to tap untouched markets even before your

competitors through means of digital marketing tools4.

Digital marketing investment would be to upgrading commerce experience through Social Media, Content

Management & Creation and Mobile marketing activities. Primary research findings also showed that globally

organizations rely on their Web sites, Social media sites & Digital Marketing Advertising to promote their brands

successfully example Samsung Electronics & Apple both uses digital marketing experience for finding their brand

demands and getting customer attention even before pre-launching their brands.

As said by R.Kay Green, that presently a brands online presence equals to brand awareness to its targeted

customers, knowing what and when the customers want. Brands online presence can be described as the brands

credibility and visibility to its customer, as mostly today majority or all customers are technologically savvy and

brands online presence gives them a chance to ensure purchase safety and getting customer retention5, in order

for a brand to succeed it must have to induce high in recognition, relation and authentication for that Green

presented “Seven (07) effective ways for maximizing online brands presence”;

2.3.1 Being Consistent with Branding

Developing a consistent online marketing strategy across all digital channels would result in high brand

recognition and reinforce.

2.3.2 Website Optimization

Primary responsibility for any organization having online web services is to bring in maximum customer traffic,

for that one must adhere in optimal site performance (zero Lag), creating attractive contents and visuals and

3 Prahlad, C.K, and Venkat Ramaswamy. 2004. "Co‐creating unique value with customers." Strategy &

Leadership 32 (3): 4-9. https://doi.org/10.1108/10878570410699249 4 Scott, David Meerman. 2017. The New Rules of Marketing and PR: How to Use Social Media, Blogs, News

Releases, Online Video, and Viral Marketing to Reach Buyers Directly. 2nd. Wiley. 5 Green, R Kay. 2013. 7 Highly-Effective Ways to Maximize Your Online Brand Presence. April.

https://www.huffingtonpost.com/r-kay-green/online-brand-presence_b_3140951.html


273

maintaining performance across various electronic devices for optimal customer viewership result (desktops,

laptops, Mobile & Tablets)

2.3.3 Social Media

One of the most efficient and cost-effective way to promote both bigger and smaller brands, this in ways enhances

the brands visibility in front of the customers. Most customers have access to social media sites and brands

presence means customer-brand attachment which brings in maximum revenue back to the organization.

2.3.4 Quality Content (Produce & Distribute)

Creating quality contents makes a good Viral Marketing in terms brings Brand recognition and attachment from

customers. Creating a quality content has become essential part of brand promotion tool.

2.3.5 Press Release Marketing

An inexpensive and an effective way of delivering & promoting the brand to target customers, it’s a way to

enhance the brand’s recognition and if online Digital marketing tools like Google AdWords, Adds, Google

Advertising & Microsoft Advertising gets to pick your brand it results in additional coverage of the brand across

borders.

2.3.6 Video Marketing

Business both Small & Big can get benefits from using online video sites like YouTube as it drives traffic to your

websites and results in increase in brand selling. Best example is that of Blend Tec. A small blender manufacturing

company started promoting its new blender by crushing various renowned electronic devices like Mobile, Tablets

etc. the video increased its viewership to almost 2 billion views making it the most watched video and

simultaneously increasing the company sales profit.

2.3.7 Blogging

If a brand needs to be successful it needs to have blog access where customers can reach and share their

experiences while also attaching themselves with the brand. Blogging enhances brands visibility and can also

improve the search engine rank while also being able to retain customers through various means.

2.4 Social Media Marketing

“Social media marketing is a type of online marketing that exploit websites of social networking as tool of

marketing. It drives the aim to deliver the content that consumers will recommend to their social network to give

benefit to the firm by increasing brand equity and reach broad segment of consumers.” Social media also helps

create a brands Word Of Mouth Marketing (WOMM) which acts as the most highly sought after by organizations

as this creates a marketing type where customers themselves are promoting the brands value to other potential

customers, this is the moment where consumers are open to various choices and marketers at that time tend to

promote their brands via using social media tools, this also allows consumers to have opinion on new product

development, choices preferred and issues/complaints, this makes the popularity of that social media site

(Facebook, Twitter, LinkedIn etc.) to become the most important social media tool to develop consumer brand

perception to brand equity6. The prime invention of the century is the Internet which has revolutionized the process

of Buying & Selling, Internet’s influence and diversified features has prompt us all to go Global by creating a

bridge and eliminating any barriers to digital innovation & marketing, organizations using internet services are

constantly modifying and changing their strategies of better understanding their customers7. The most valuable

service of the internet is considered to be the Social Media Platform and soon it will cause a drastic change in the

consumer buying behavior all over the world. Social media is considered as a main attraction for any organization

brand as well as customers, this has an influence in changing customer decision in a blink of an eye.

2.5 Social Media Influence on Consumer Purchase Decision

According to a survey social media users on PC (Personal Computers) accounts for almost 20% of their time spent

on using social sites, 30% on using social sites on Mobile devices, and other devices like gaming consoles, tablets

and e-readers also accounts for a positive addition to the social sites usage, in addition it is also discussed that

social media usage is not solely based in homes but also in office with different gatherings like users aged 22-36

6 Abu-Rumman, As'ad H, and Anas Y Alhadid. 2014. "The Impact of Social Media Marketing on Brand Equity:

An Empirical Study on Mobile Service Providers in Jordan." Review of Integrative Business and Economics

Research 3 (I): 315-326. http://www.sibresearch.org 7 Olsen, Camilla Ina. 2014. Brand Loyalty on social media - can images make you more loyal? Master Thesis,

Copenhagen: Copenhagen Business School.

http://studenttheses.cbs.dk/bitstream/handle/10417/5152/camilla_ina_olsen.pdf?sequence=1


274

are more into social sites usage in office and discussing their purchase decisions with their colleagues, friends etc.

8

It was also stated that the conventional consumer thistle funnel that was linear has been ended and replaced with

the new broader funnel process, this is due to the reason that consumers have greatly changed their purchase

decision journey.

Neilsen survey (2012-13) also discussed that now the social media sites carry a great influence over consumer

purchase decision choices all over the world, carrying a strong hold in Asia pacific, Middle East, Latin America

& Africa, approximately 30% of the users on an average daily basis use social media sites to discuss various

brands and ask recommendations from other users for that brand and based on that do purchases.

This means that social media sites holds great opportunity for organization brands to interact with consumers and

influence them with their purchase decision bringing in greater brand equity and broader brand identity, below

shown in the figure is related to the Neilson survey in the US market for consumer purchase decision using social

sites which strongly proves that social sites does play a vital role in influencing consumer purchase decision. The

survey was conducted on various consumer goods like Apparel, Fashion, Restaurants, Food & Beverages, Travel

& Electronic goods.

Figure 2.1: Social Media’s Influence on Purchase Decision in all Regions

This results in a greater opportunity for brands to engage with customers via social media sites and tools, also by

Neilsen (2012) the survey stated results of the US market where customers tend to purchase online just by seeing

the brand in social media sites the research was done in 2012 and now the figures have increased by 150%.

Figure 2.2: Advertising in Social Media

2.6 Digital Marketing in E-Commerce

As we all know that electronic commerce (E-Commerce) refers to the online transactions for buying and selling

of different products using internet services with overtime purchase. The important fact defined here is that the

8 A.C. Nielsen. 2012. "State of the Media: The Social Media Report." Womseo. https://womseo.com/wp-

content/uploads/2012/12/The-Social-Media-Marketing-Report-2012.pdf.


275

transaction takes place at any time of the day (24/7) as compare to traditional physical transaction practices here

the buyer and the seller are both doing online business services.

Digital marketing is becoming increasingly popular with online shopping sites, as most customers in their free

hours tend to spend it using mobiles to check and compare different products on e-commerce mobile sites here

digital marketing can play quite helpful role in promoting brands on e-commerce platforms as well as driving

consumer analytics and findings on to which products/brands consumer purchase often.

As per blogger (Jonathan Lacoste, 2015) he discussed that digital marketing can focus on retail and e-commerce

trends solely on mobile by using three (03) key trends like:

2.6.1 Micro Moment Marketing

These moments analyze on how much time a consumer spends on using mobile for checking various brands on e-

commerce sites on daily basis, and brings in the intent of how a brand can successfully tap the consumer decision

for purchasing that brand. This is to find out what the customer wants to get/take out from the site and how the

brand can deliver that moment to the customer – satisfying customers need.

2.6.2 Location based Marketing

This is generally a digital marketing strategy where users get notifications (Push Based) using their mobile data

and telling what promotion, discounts or new arrivals is available in that particular location specifically based on

customer preference

2.6.3 On-Site Personalization

A primal to successful marketing where e-commerce sites (mobile Based) can be personalized using consumer

preferences, many brands are doing it using e-mail personalization and proving to be successful, for e-commerce

sites they can have on-site personalization access to consumers and the consumer can decide on to which brand

area specifically suits their preference, being shown products based on their past searches and finding the

consumer relevant point – style of purchase.

2.7 Digital Marketing in Pakistan

Digital marketing has already started taking roots in Pakistan and almost all organizations big or small are using

it as a platform to promote their brands. He also stated that various challenges are faced by developing economies

for not falling behind, to meet with the pace of the digital revolution the developing economies need to adapt to

changing technologies and create a need for its people to acquire the knowledge.9

The author recommended that for developing economies the best way by far is to adapt to ICT (Information &

Communication technologies) identified through using Schumpeterian concept having a nonlinear creative

destruction in a path-dependent world through investing in various areas like Human Capital, Skills development

and Technologically advancement in society tends to promote and gives an advantage of becoming a developed

world society by bringing in various investment business (Digital marketing arenas).

Internet users in Pakistan in 2000 were limited to only 133,900 internet users but due to advancement in

technologies and introduction of Digital Marketing tools the numbers have been increasing at an increasing rate

since then, Pakistan is one of the most highly admired markets in the world as a result consumer purchasing

patterns have changed drastically as per World Stats Reports10;

Table 2.1: Consumer Purchasing Patterns in Pakistan

Asia Population

(2017, est.)

Internet

Users (2000)

Internet Users

(June,2017)

Penetration

(% Population)

Users

% Asia

Facebook

Users (2017)

Pakistan

196,744,376

133,900

44,608,065

22.7%

2.3%

27,000,000

E-Commerce and Digital Marketing in Pakistan has matured over the years since back in 1995 there were on 0.1%

of the total population as internet users now in 2008 the percentage has rapidly increased to 14.1% of the total

population11, seeing the 2017 world stats the total users have now reached an astounding 22.7% of the population

9 Khan, M.S., S.S. Mahapatra, and Sreekumar. 2009. "Service quality evaluation in internet banking:an

empirical study in India." Int. J .Indian Culture and Business Management 2 (1): 30-46. 10 Internet World Stats. 2017 n.d. https://www.internetworldstats.com/stats.htm.

https://www.internetworldstats.com/stats.htm. 11 Ahsan, Iqbal. n.d. E-Commerce: Need of Hour! Checklist for an E-commerce Store, Green and White – Coffee

Sessions for the Industry. http://greenwhite.org.


276

and increasing. The number of internet users as well as online businesses have been growing fast (PK Government

Economic Survey, 2012/2013) states that internet services have been increasing a lot and Optical Fiber based

system is now reached to almost 23 cities of the country with many other expansions on way, while organizations

(Consumer based) have been converting to online digital marketing channels for promotion of their brands and

cities like Lahore & Karachi have picked up pace related to international standards and many consumers reported

purchasing online (2012) figures of 1.2 Million and as presently crossing over 3 million online buying and selling.

2.9 Digital Marketing on Brand Loyalty

Brand Loyalty exists when a customer tends to purchase the brand from the same organization with repetitive

purchase, maintaining a Brand to Customer relationship. All corporate entities primary objective is to make

maximum profits out from their brands and this can only be achieved once the customers are being loyal to their

brands and repeat purchases, this means for profit growths organizations try to engage the customers with their

brands as much possible and convert regular ones as potential buyers and finally bringing out brand loyalty

statuses through various online (Digital Marketing) modes, it is a necessary process that all organizations do for

their brands so that customers may/can avoid substitutes and competitors12. Maintaining the activity of Brand

loyalty or even enhancing it, the brands need to hold a significant competitive edge over its competitors by

engaging loyal customers to promote their brands in the open market, by providing its customers with quality

brands, best price practices, efficient supply chain, placing barriers to entry for same product businesses and

providing extended product/brand category for customer choice making and preference13.

Loyalty in digital marketing as a self-commitment to purchase and repurchase the organizations brands as a point

of brand attachment and reflection, despite all these it is also about the brand recommendation that nowadays

consumer get online through various modes14. Primarily there are two different types of brand loyalist, Active &

Passive loyalist. Active loyalist are those that purchase that brand despite the prices being high and attach

themselves as the self-brand ambassador of that organization, whereas Passive loyalist are those that are

considered as loyalist but they also consider other same brands while or before purchasing, reason can be for the

quality, satisfaction and prices. Organizations want also these brand passive loyalists to become active and

promoting their brands to other same side consumers. This brings in three major steps in any brand that is

Repurchase, Commitment & Recommendations which once achieved can bring in maximum ROI (Return on

Investment) for that organization.

3 RESEARCH METHODOLOGY: THEORETICAL & CONCEPTUAL FRAMEWORK

Most of the researches conducted are related to global digital marketing research work, as mentioned earlier that

in Pakistan digital marketing research is extremely limited to only mobile application and search devices, local

research and findings are mostly related to consumer cultural changes and economic classification and would not

be able to provide us with authentic results pertaining to consumer influence and digital marketing role for

promoting brands. Our research is mostly based on digital marketing as global promotor for brands as well as

what local presence digital marketing can give in for promoting consumer brands. One of the major reason to

conduct research in the local market is based on the fact that Pakistani consumer’s socio economic classifications

are changing/upgraded and based on that their presence and taste also changes, this in terms brings organizations

to shift from conventional form of marketing to digital marketing, gone are the time when brands just wanted us

to see what they want us to show now customers can verify, check online about that very brand and gets to decides

based on his/her own individual preference, as digital media is now pervasive in terms of providing customer with

their specific researches. One of the secondary purpose for this research is to know that: How Digital Marketing

a tool for promoting brands in a more efficient, cost effective manner and sustainable ways? Other findings will

be how a brand can create awareness and loyalty while also maintaining high customer engagement levels in the

12 Erdogmus, Irem Eren, and Mesut A Cicek. 2012. "The Impact of Social Media Marketing on Brand Loyalty."

Procedia: Social Sciences and Behaviorial Sciences 58: 1353-1360. 13 Julian, Lindsey. 2012. "Using Social Media to Increase Consumer Loyalty to a Brand." Bachelor's Degree

Report, Department of Journalism, California Polytechnic State University, San Luis Obispo .

https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?referer=https://www.google.com.pk/&httpsredir=1&arti

cle=1049&context=joursp. 14 Fallon, Megan. 2012. "“Like” to Loyalty: A study on whether or not social media promotions lead to a

lifetime of consumer brand loyalty." UW-L Journal of Undergraduate Research 1-10.

https://www.uwlax.edu/urc/jur-online/PDF/2012/Fallon.Megan.pdf.


277

research. Empirical findings would be of Brand Loyalty through digital marketing and its effect on consumer

(long term).

As we all know that consumer decision journey has changed a lot and has shifted from traditional marketing funnel

to a new broader and circular marketing funnel where choices are unlimited and consumer decision tends to

change, becoming both more complexed and effective for brands to reach its target customers. So once we

conducted our research and reviewed past researches done on digital marketing and investigated the brand equity

model specifically for online and digital marketing we got to know that every research is done on their own aspects

of findings and limited brands to consumer interaction, so our research would be based on the perception that how

consumer creates brand equity online and how brands can create better visibility, attachment, recognition,

awareness and loyalty through digital marketing channels. For that we first need to understand the consumer

decision journey (traditional & new), below the funnel figures describe best of the consumer purchase decisions;

Figure 3.1: Traditional Consumer Disposition Funnel: Linear in Nature (100% to 0%)

Figure 3.2: New Consumer Disposition Funnel: Circular in nature (percentage tends to increase or decrease at

any given stage)

For our research we have taken 7 key dimensions of Digital Marketing for promoting brands which will help

better in understanding and effectively engaging customers into buying the product/brands; All these dimension

will fall under Brand Loyalty as to our perception and understanding that this is one the most key areas for any

organization brands to be successful and the optimal marketing strategy once achieved through brand marketing

would be the Word of Mouth Marketing (WOMM), where brands each active loyalist would act as an individual

brand ambassador and would promote the brands both Online and Offline, our understanding of the research

would develop better as we find result of each of these dimensions and finally relate it with digital marketing as a

brand loyalty platform.

1. Social Media

2. Text Messages

3. E-Commerce Marketing

4. Search Engine Optimization (SEO)

5. Pay Per Click (PPC)

Figure 3.3: Conceptual Framework


278

3.1 Research Design

The primary purpose of this research is to find out that “Digital Marketing” can create a positive impact on

promoting consumer brands (Online).This research comprises of data related to Brand perception, Brand

Recognition & Awareness and Brand Loyalty, where how a brand can actively engage its consumers online

through using various Digital Marketing tools. Our focus of research would be based on our theoretical framework

which comprises of mostly used digital marketing tools. Research Design is indicated in a way to know why more

organizations are promoting their brands using digital marketing tools like ‘Social Media, E-Commerce, SMS &

E-mail Marketing’.

As in the past not many researches about Digital Marketing & E-Commerce services in Pakistan have been made.

Our point of research would be based on optimism and views on benefits attached with digital marketing for

business and consumers, giving primarily a holistic approach to our research findings. Countless academic papers

and foreign researches will be used to determine the process of our research also various marketing tools and

global & regional marketing concepts will be applied to determine the relevance of our study. For better

understanding regarding the brand we have used Keller Brand Model CBBE (Consumer Based Brand Equity) and

focus would be on the 4th pyramid stage that is “Brand-Resonance” which is the ultimate desirable position for

any organization where consumers are actively engaged with their brands both online and offline.

The primary data collection used to conduct the research was through surveys, past global researches conducted

& Questionnaires using “Likert Scale” and secondary data collection method by reviewing Blogs, research related

Articles, Scholarly Articles & Journals, Magazines, online portals, social media & websites. Data analysis was

done through using SPSS (Basic SPSS models, charts and graphs).

3.2 Target Population

As already discussed that the topic of our research is ‘Digital Marketing as a platform for promoting consumer

products/brands’ so our target population for our research was primarily residents of Karachi (specifically posh

areas like DHA, Clifton, PECHS & Nazimabad). Data collected was only from those participants who had

understanding and experience of using online portals like social media, e-commerce sites & mobile applications,

just for the purpose to know that our target population knew regarding digital marketing and brands promotion

and brand engagement activities being done online.

Heterogeneous population was selected for our research study where target population was primarily from Karachi

with age bracket from 18 – 50 years of age and education criteria from Bachelors till Doctorate programs while

also having different scale of experience, as we could confirm that the participants from these age brackets are

actively engaged in using online media channels and can confirm regarding our research study on digital

marketing.

3.3 Sample Size

Our research report being Qualitative research and our total number of respondents selected for the research

questions were 110 (61 Male & 49 Females) all randomly selected from 2 different universities (SZABIST &

MAJU) as well as 2 different organizations/institutes (City & Guilds and Nixor College) while also varying is the

participants education, work experience and marital status as digital marketing tools are usually seen working

online using various online channels like social media, ecommerce etc. so we had to select our respondents based

on the research topic. Our sampling strategy selected for these respondents was “Purposive Random Sampling”

(Non-Probability), because as said by (Laurate, 2010) qualitative research simply starts with an specific group,

individual, type of process or an event, having characteristics relevant to the scope of research.

3.4 Instrumentation & Measurement Selection

Our research was majorly based on secondary data collection mentioned in Research Objectives and Literature

review. Each dimensions of the questionnaire were developed while viewing our research literature review and

objectives to develop better understanding and method for making the research based questions.

Our research questions instrumentation are based on Two (2) sections, where section One (01) defines the

participants demographics which includes Age, Gender, Income, Education, Marital Status & Social Media

Account being operated by the each participants. Our Secondary section represents questions that are Scale rated

developed under ‘Likert Scale’ to analyze the various variables in the questionnaire, the scale usually provides

rating on the basis of Agreement or Disagreement starting from “Strongly Disagree, Somewhat Disagree, Neither

Disagree nor Agree, Somewhat Agree & Strongly Agree”, ratings are given from 1 till 5 describing the selection

and behavior of the respondents.

Our research questions were focused towards digital marketing tools, brand loyalty, brand promotion &

recognition.


279

3.5 Variables

For measuring and calculating the data we generated Two (02) variables that is Brand Loyalty & Digital Marketing

(general), for digital marketing Likert scale ratings was acceptable and we were able to gather relevant information

from our surveys and research questions, for Brand Loyalty it was technically difficult to gather data related to

customer brand loyalty from digital marketing so we further extracted some digital marketing tools like “Social

Media, Email, E-commerce, Text messages, PPC & SEO” that mixed well with brand loyalty as well as other

brand dimensions like “Brand Recognition & Brand Promotion” and based on that we measured that on spss and

got relevant results.

3.6 Hypothesis

Our research hypothesis was generated on the basis of our research theoretical framework, our model as shown

as under;

The above-mentioned figure is briefly explained in the theoretical framework chapter. Our research hypothesis is

developed keeping in view the above model and based on that we were able to determine our research hypotheses

which are;

H1: There is a significant impact of Digital Marketing through Social Media & Ecommerce

H2: Digital Marketing holds a significant impact on Brand Awareness & Recognition

H3: Digital Marketing does create a significant impact on Consumer – Brand Engagement

H4: Digital Marketing does create a significant impact on Business for Online Brand Promotion

3.7 Statistic Analysis & Software used

For analyzing our research data, we used the SPSS 21 (Statistical Package for Social Sciences) software and on

that we derived various results like;

Frequency Analysis for categorical explanation

Graphical Explanation, Pie Chart

Standard Deviation, Mean & Median

Linear Regression Analysis & Chi-Square Test for finding the variables relationship of dependent &

independent variables

3.8 Reliability & Validity

Our research reliability test was conducted in SPSS where we initially analyzed our research questions through

data input and got significantly reliable result that our questions were qualified for SPSS data entry and results.

Finalization was done within a week and successfully gathered result from our 110 test participants using

purposive random sampling.

4 DATA ANALYSIS AND FINDINGS

4.1 Data Pilot Testing

We initially had to select 25 test respondents to check the compatibility and reliability of our questionnaires, we

used “Cronbach alpha” on the test responses data and received a result greater than 0.60 which concluded the

reliability factor of our questionnaires and proved effective in testing on SPSS for various frequencies and tables.

We then proceeded to conduct our data analysis survey to finalize our research report.

4.2 Demographics of Respondents

As discussed before due to some limitations our selected respondents were from Karachi and we selected our

respondents based on the Five Factors Process “Age, Gender, Education, Income & Marital status”, our age

bracket comprising from ages 18 – 50, education from under graduation to doctorates. This was to know that does

any of these five factors represent any significant impact in digital marketing on brand loyalty as most of these

respondents from these factors use various digital marketing tools like “Social Media, Text Messages, E-

commerce & Email” to name a few and most important tools where we can easily engage with preferred brand

online & offline.

4.3 Frequencies of Respondents

As discussed above on the five factors of our research questionnaires, we determined the frequencies of our

respondents giving a graphical explanation and determining from which factors each of our respondents belong

to and what impact they can create for organizations to start promoting their brands online. These have been

explained below;


280

Table 4.1: Gender

Table 4.2: Age

Table 4.3: Educational qualification

Table 4.4: Monthly Income

Table 4.5: Marital Status

Frequency Percent Valid Percent Cumulative

Percent

Valid

Single 66 60.0 60.0 60.0

Married 44 40.0 40.0 100.0

Total 110 100.0 100.0

4.4 Respondents Data Findings & Results

Table 3.6: Descriptive Statistics

N Minimum Maximum Mean Std.

Deviation

Digital Marketing on Brand Promotion 110 3 5 4.34 .970

Digital Marketing on Online Brand to Consumer

responses

110 3 5 4.12 0.011

E-Mail, Text Message & PPC Marketing 110 3 5 4.25 .872

E-Commerce on Brand Awareness & Recognition 110 2 5 4.34 .770

Digital Marketing on Mobile Application marketing 110 1 5 4.23 .797

Trends changing to Digital Marketing for Brand

Promotions

110 2 5 4.35 .735

Consumer Satisfaction & Brand Engagement (Online) 110 1 5 3.88 0.163

Valid N (list wise) 110

Frequency Percent Valid Percent Cumulative Percent

Valid

Male 61 55.5 55.5 55.5

Female 49 44.5 44.5 100.0

Total 110 100.0 100.0

Frequency Percent Valid Percent Cumulative

Percent

Valid

18-30 53 48.2 48.2 48.2

31-39 38 34.5 34.5 82.7

40-49 15 13.6 13.6 96.4

50 or over 4 3.6 3.6 100.0

Total 110 100.0 100.0


Valid

Doctorate 3 2.7 2.7 2.7

Post Graduates 52 47.3 47.3 50.0

Under Graduates 55 50.0 50.0 100.0

Total 110 100.0 100.0


Valid

Less Than 30,000 29 26.4 26.4 26.4

30,000 – 50,000 35 31.8 31.8 58.2

51,000 – 70,000 27 24.5 24.5 82.7

71,000 – 90,000 11 10.0 10.0 92.7

More than 90,000 8 7.3 7.3 100.0

Total 110 100.0 100.0


281

As we can see that all of the above responses were gathered using Likert scale that is 1=strongly disagree,

2=somewhat disagree, 3=neither disagree nor agree, 4=somewhat agree, & 5=strongly agree. As shown in the

table we can see the minimum and maximum column were some respondents have given ranking 1 – 3 and

majority of the respondents have given results of 5 which means that digital marketing does hold a significant

impact on promoting consumer brands, and based on our sample respondents we can easily say that brand loyalty,

awareness & consumer engagement role is being played by digital marketing. Here we can also see the standard

deviation column which is greater than 0 and less than 1, stating that there is less variation in between the

respondent’s answer/opinion and that it is closer to the mean value.

4.5 Chi-Square Test

We conducted chi square tests on our research data based on two factors that is ‘Age to Monthly Income & Age

to Education’ our second factor being ‘Gender to Monthly Income & Gender to Education’. The requirement was

simple to know on what education, age, income & gender factors our respondents used digital marketing activities

like social media channels etc. and based on that to inquire that does education & income play a role on brand

loyalty;

Factor 1: for Age to Monthly Income & Age to Education the Significance model is = 0.000 & 0.004 < 0.05 and

Pearson chi square value = 112.216 & 19.423which means there is a significant impact of age to income and

education as people tend to prefer more brands and are more brand loyal when their income level is high.

Factor 2: for Gender to Monthly Income & Gender to Education the significance model is = 0.525 & 0.276 >

0.05 which means that there is no significant impact of gender to income and education, it means that both male

& female tends to be Loyal with those brands which they prefer and have past good experiences, as customers

choose those brands that have great value and can create a positive attachment with the customers.

4.6 Regression Test

H1: There is a significant impact of Digital Marketing through Social Media & Ecommerce

In the table of ANNOVA it indicates that the significance model is = 0.01 < 0.05 and f value is 12.195, so we can

accept the hypothesis H1 that digital marketing creates a significant impact on social media & e-commerce where

organizations can promote their brands and based on that we can conclude that marketers can promote their brands

using digital marketing-social media channels.

H2: Digital Marketing holds a significant impact on Brand Awareness & Recognition

In the table of ANNOVA it indicates that the significance model is = 0.01 < 0.05 and f value at 25, so we can

accept the hypothesis H2 that there is a significant impact of digital marketing on Brand Awareness & Recognition

when organizations use online digital marketing tools. We could also say that brand managers & marketers can

social media channels to actively use brand awareness strategies and gain brand popularity.

H3: Digital Marketing does create a significant impact on Consumer – Brand Engagement

In the table of ANNOVA it indicates that the significance model is = 0.000 < 0.05 and f value at 15.291, so we

can accept the hypothesis H3 that digital marketing does creates a significance impact on consumer brand

engagement and can say that digital marketing tools like Social Media Channels can actively engage customers

with brand through various means (blogs, games, preference & festivities etc.).

H4: Digital Marketing does create a significant impact on Business for Online Brand Promotion

In the table of ANNOVA it indicates that the significance model is = 0.008 < 0.05 and f value at 5.073, so we can

accept that the hypothesis H4 that digital marketing does create a significant impact on businesses to go for online

brand promotion more often, one reason is because digital marketing advertisement is relatively cheap then

conventional marketing advertisement and it can also be used to promote your brand globally plus where ever

there is availability of online portals or internet.

4.7 Statistical Answers Discussions

The main purpose of our research was to know and gather information that whether digital marketing holds some

sort of impact on Brand promotion and for this reason we viewed and reviewed various past researches, research

articles & journals that we could find but to our astonishment we were only able to get foreign country digital

marketing researches and not researches done in Pakistan on digital marketing, so there was a great limitation and

availability & accessibility of information, so after excruciating hard work we came to a result that our research

point of focus would be generalized and mostly based on general views and global findings for that we selected a

qualitative research method and for local market data we purchased data findings conducted by AC Nielsen in

Pakistan. We needed to know that is brand loyalty also linked with various digital marketing tools and does this

create a positive impact on brand promotion to customer purchase decision.

As currently seeing an evolution phase of digital marketing we can see that Social Media & E-Commerce has

taken up a step further and by that we can see various or almost every organization now globally promoting its

brand, this process has truly made the earth a Global Village where having any brand to any place is now possible.

Even in Pakistan digital marketing trends has taken up pace and majority organizations are shifting now towards


282

digital marketing in hopes for promoting their brands and creating a brand equity value. Initially we decided not

to run SPSS test as this was a qualitative research work but as soon as we started our works on literature review

we found that there is a particular need to run a statistical model and we needed to know that how many active

internet users are there in Pakistan and specifically Karachi as our primary focus was on Karachi markets and

trends, we also needed to know that what number of users are on social media and how much time do they spend

using social media sites (on weekly basis) also what level of brand interaction and awareness do they find using

social media sites. This tempted us all to do a basic level statistical research using frequencies, chi square &

regression test to better understand what our respondents wanted to say. But all these statistics that we wanted

were not easily available in Pakistan, so we purchased what we needed and conducted market research to know

what is happening in digital media marketing in the country. As we all know that a while back one the most

famous domestic banks United Bank Limited (UBL) started digital marketing by introducing complete online

banking experience form mobile and this created a good demand. Based on our research questionnaires we got to

know that majority of the respondents gave rating 4 to 5 on digital marketing tools being used to promote brands

and also that majority respondents had experiences personally or through friends or relatives of using e-commerce

sites and purchasing their preferred or chosen brand (online) also through social medial channels like “Facebook,

Twitter, YouTube, etc.” they have seen brands trying to actively engage customers and converting them as active

loyalist while also making them their brand ambassador which is the ultimate marketing strategic tool for any

organization in their brands being promoted by their consumers. We also got to know that social media is actively

using digital marketing tool both by consumers and organizations where they can build their brand relationship

with their customers and also building Brand awareness & Brand promotion which in terms of conventional

marketing tool is more efficient and cost effective.

One of the main reason we have seen digital marketing becoming a trend a reason that we personally think can

also be online customer complaints and surveys which is more fast and accurate, as more customers tend to register

their complaints online via sending through e-mails or social media channels and response rate is astonishingly

good as compared to telephonic or physical complain courier. As discussed before that based on our research

objective and theoretical framework we found our important tools that we had used in generating research

questions and getting statistical results and based on that we concluded that yes all of our hypothesis carried a

significant impact on digital marketing for promoting brands online. Our important research factor was also the

brand equity model which gave us more insights that why organizations dream of reaching the “Resonance” stage,

it is because here at this stage the organization tends to create a customer – brand relationship which is directly

proportional to brand loyalty and can help create a positive long-term brand perception and attachment. We know

that we haven’t found various other factors which could help in promoting brands using digital marketing tools as

time constraint and resource limitation was also a problem, but we think that what information we are providing

further researches can easily be conducted in future with improved results and findings.

5. CONCLUSIONS & RECOMMENDATIONS

5.1 Research Conclusion

Digital Marketing is one of the efficient and cheapest form of marketing a brand through various digital marketing

tools, as proven through hypotheses and their subsequent results which clearly shows the importance and

relevance of digital marketing as a promotional tool. Digital marketing has impact through social media, E-

commerce, Brand awareness, Brand recognition and Brand promotion. The statistical results and the presented

literature in this paper clearly shows the relevance of Digital marketing. We have seen earlier the conventional

marketing channels and its drawbacks, here we have digital marketing as a new channel, as per researches done

people tend to spend a big amount of time online using various social media channels and this could make them

an active participant in brand development (online). One of the major advantage of using digital marketing for

brand promotions is it tends to reach the target customer with ease. It is becoming an essential part of business

strategy for many organizations, even SMEs are using digital marketing tools rather than conventional form of

marketing as this is more effective in reaching out to customers without any boundaries or limitations.

Organizations can use digital marketing techniques in various forms and can use any device for digitally marketing

their brands like “Laptops, Tablets, Smart Phones, Game Consoles, Digital Billboards, PPCs, SEOs, video

channels, e-mail, social media and a lot many more, in financial terminology just think of major cost cutting &

expenses you could do (Saving a big chunk of money from conventional marketing tools) there are literally endless

possibilities.

For sure one must test the possibilities achieved from digital marketing as this is relatively new and would take a

little time in understanding, but one may succeed in using digital marketing tools if he/she considers consumers

need as primarily top priority. This would help brand managers gain possible ROI (Return on Investments) on

digital marketing spending while also be able to attract, retain customers and create Positive Brand Equity.

5.2 Research Recommendations

Some recommendations that we found from our research;


283

Organizations should create innovative and attractive customer/user experiences and set specific strategies

for digital marketing to identify best possible ways to driving greater performance

Digital Marketing should be made integral in promoting and overall brand strategy where end process should

be focused on converting the users into active brand loyalist by creating an attractive content.

WOMM (word of Mouth Marketing) one of the most efficient form of brand building and loyalty,

organizations should create strategy to actively engage its users and once achieved users would automatically

start discussions and brand marketing on various forums.

Social Media has become one of the most successful tool of Digital marketing; organizations should actively

update, participate & promote their brands on these social media sites as consumers could take interest in

knowing what the brand is and may reach a purchase decision.

References

A.C. Nielsen. 2012. "State of the Media: The Social Media Report." Womseo. https://womseo.com/wp-

content/uploads/2012/12/The-Social-Media-Marketing-Report-2012.pdf.

Abu-Rumman, As'ad H, and Anas Y Alhadid. 2014. "The Impact of Social Media Marketing on Brand Equity:

An Empirical Study on Mobile Service Providers in Jordan." Review of Integrative Business and Economics

Research 3 (I): 315-326. http://www.sibresearch.org.

Ahsan, Iqbal. n.d. E-Commerce: Need of Hour! Checklist for an E-commerce Store, Green and White – Coffee

Sessions for the Industry. http://greenwhite.org.

Alexander, Lucy. 2016. MJN Marketing. https://mjinmkt.wordpress.com/2016/12/08/what-is-digital-marketing-

and-why-it-matters.

Erdogmus, Irem Eren, and Mesut A Cicek. 2012. "The Impact of Social Media Marketing on Brand Loyalty."

Procedia: Social Sciences and Behaviorial Sciences 58: 1353-1360.

Fallon, Megan. 2012. "“Like” to Loyalty: A study on whether or not social media promotions lead to a lifetime

of consumer brand loyalty." UW-L Journal of Undergraduate Research 1-10.

https://www.uwlax.edu/urc/jur-online/PDF/2012/Fallon.Megan.pdf.

Green, R Kay. 2013. 7 Highly-Effective Ways to Maximize Your Online Brand Presence. April.

https://www.huffingtonpost.com/r-kay-green/online-brand-presence_b_3140951.html.

Internet World Stats. n.d. https://www.internetworldstats.com/stats.htm.

https://www.internetworldstats.com/stats.htm.

Julian, Lindsey. 2012. "Using Social Media to Increase Consumer Loyalty to a Brand." Bachelor's Degree

Report, Department of Journalism, California Polytechnic State University, San Luis Obispo .

https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?referer=https://www.google.com.pk/&httpsredir=1

&article=1049&context=joursp.

Khan, M.S., S.S. Mahapatra, and Sreekumar. 2009. "Service quality evaluation in internet banking:an empirical

study in India." Int. J .Indian Culture and Business Management 2 (1): 30-46.

Kotler, Philip, and Kevin Keller. 2006. Marketing Management. Prentice Hall.

Olsen, Camilla Ina. 2014. Brand Loyalty on social media - can images make you more loyal? Master Thesis,

Copenhagen: Copenhagen Business School.

http://studenttheses.cbs.dk/bitstream/handle/10417/5152/camilla_ina_olsen.pdf?sequence=1.

Prahlad, C.K, and Venkat Ramaswamy. 2004. "Co‐creating unique value with customers." Strategy &

Leadership 32 (3): 4-9. https://doi.org/10.1108/10878570410699249.

Scott, David Meerman. 2017. The New Rules of Marketing and PR: How to Use Social Media, Blogs, News

Releases, Online Video, and Viral Marketing to Reach Buyers Directly. 2nd. Wiley.

role of digital marketing as a platform …journal of business administration and management...

Documents