Table Of ContentDigital Marketing Outreach
This book studies the use of digital marketing across the economic, social, and
political sectors of India. It looks at diverse areas of business and non-business
activities involving the use of digital platforms to augment marketing initiatives and
improve reach, sales, and social media engagement. The volume analyses various
themes including viral marketing, influencer marketing, webrooming behaviour,
online impulse buying, telemedicine, social media advertising, and app-based cab
services. It examines the role of digital marketing in creating a positive and favourable
brand image for organizations by advertising their social responsiveness on social
media and studies the influence of political brand value on social media activities.
The authors also provide insight into changing trends within consumer behaviour,
reflect on future challenges within the field, and highlight areas of growth.
A n important contribution to the study of new and emerging marketing practices,
the book will be indispensable for students, researchers, and teachers of communication,
marketing, brand management, social media marketing, advertising, e-business, digital
humanities, and consumer behaviour.
K avita Sharma is Professor, Department of Commerce, Delhi School of Economics,
University of Delhi, India. She has published her research in numerous national and
international journals including Journal of Business Research , Vikalpa: The Journal
of Decision Makers , Vision: The Journal of Business Perspective , Journal of Indian
Business Research , Journal of Law and Social Sciences , and Global Business Review .
She is a reviewer for Journal of Business Research , Industrial Marketing Management ,
Q ualitative Market Research: An International Journal , Vision: The Journal for Business
Perspective .
S wati Aggarwal is Associate Professor, Department of Commerce, Zakir Husain
Delhi College, University of Delhi, India. She has participated in international and
national conferences and seminars organized by the Department of Management
Studies, Indian Institute of Science Bangalore, IIM Lucknow, and Department of
Commerce, Delhi School of Economics, University of Delhi. She has published in the
J ournal of Business Research, Journal of Commerce and Business Studies, CMSP-
2015, APEEJAY School of Management, and IIM Journal.
Digital Marketing Outreach
The Future of Marketing Practices
Edited by Kavita Sharma and
Swati Aggarwal
First published 2023
by Routledge
4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2023 selection and editorial matter, Kavita Sharma and Swati
Aggarwal; individual chapters, the contributors
The right of Kavita Sharma and Swati Aggarwal to be identified as
the authors of the editorial material, and of the authors for their
individual chapters, has been asserted in accordance with sections
77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted
or reproduced or utilised in any form or by any electronic,
mechanical, or other means, now known or hereafter invented,
including photocopying and recording, or in any information
storage or retrieval system, without permission in writing from
the publishers.
Trademark notice: Product or corporate names may be trademarks
or registered trademarks, and are used only for identification and
explanation without intent to infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book has been requested
ISBN: 978-0-367-13750-2 (hbk)
ISBN: 978-1-032-32503-3 (pbk)
ISBN: 978-1-003-31537-7 (ebk)
DOI: 10.4324/9781003315377
Typeset in Sabon
by Apex CoVantage, LLC
Contents
List of tables vii
List of figures ix
List of contributors x
Acknowledgements xiv
Introduction xv
PART 1
Understanding digital consumers 1
1 Revisiting antecedents of consumers’ perceptions
towards viral marketing: A scale validation approach 3
BALPREET KAUR, RISHI RAJ SHARMA, AND RAMA BHARDWAJ
2 Influencer marketing: Its antecedents and behavioural
outcomes 29
MONIKA BANSAL AND NUPUR BHATI
3 An empirical study of customer satisfaction and
customer loyalty intentions for payment banks 43
KUNAL AND TEJINDER SHARMA
4 Webrooming behaviour: Concept and its linkages 56
MEGHA RAWAT
5 Online impulse buying and its antecedents 75
SARITA DEVI
6 Prospects and challenges of digital marketing 93
SHEETAL KAPOOR
vi Contents
PART 2
Social media for social causes 109
7 Effect of communicating corporate social responsibility
through social media on brand image 111
SIMMI DHYANI AND MEENAKSHI SHARMA
8 Influence of political brand value on social media activities 125
SHVETA KALRA AND NEHA SINGHAL
9 Telemedicine: An innovation growing indispensable 157
SHANU JAIN
PART 3
Future prospects of digital marketing 171
10 Social media advertising: Concept, contemporary trends,
and implications 173
EMMANUEL ELIOTH LULANDALA
11 Social commerce: An effective distribution strategy 187
RUTIKA SAINI
12 App-based cab services: Issues and challenges in the
Indian context 201
GARIMA JAIN
Index 219
Tables
1.1 Studies Related to Consumers’ Perceptions Towards
Social Media Marketing 4
1.2 Existing Scales and Approaches Related to Consumers’
Perceptions or Attitude Towards Viral Marketing 8
1.3 Scale Items Related to Perceptions Towards Viral Marketing 9
1.4 KMO and Bartlett’s Test 12
1.5 Rotated Component Matrix 13
1.6 Naming of the Factors Pertaining to Respondents’
Perceptions Towards Viral Marketing 14
1.7 Goodness-of-Fit Results of the Measurement Model 19
1.8 Reliability and Validity Analysis of the Developed Scale
Relating to Consumers’ Perceptions Towards Viral Marketing 19
1.9 Results of Factors Confirmed Using CFA 20
3.1 Studies Related to the Payment Bank and Mobile Banking 46
3.2 Multiple Regression Analysis of Customer Satisfaction 50
3.3 Stepwise Multiple Regression Analysis of Customer satisfaction 51
3.4 Standardized Multiple Regression Analysis of Customer Loyalty 52
4.1 Summary of Literature on Webrooming Behaviour 59
5.1 Antecedents to Online Impulsive Buying Behaviour 81
5.2 Definitions of the Constructs Used in the Study 85
5.3 Statement of the Relationships Between Variables
(Derived From Literature) 87
6.1 Consumer Complaints Related to Online Shopping
Reported by NCH 98
8.1 Sample Profile of Respondents (N = 140) 137
8.2 Correlation-Based Analysis 138
8.3 Regression-Based Analysis of Consumption
(BJP, Congress, and AAP) 139
8.4 Regression-Based Analysis of Contribution
(BJP, Congress, and AAP) 139
8.5 Regression-Based Analysis of Creation
(BJP, Congress, and AAP) 140
viii Tables
8.6 Summary of Regression-Based Analysis 141
8.7 Moderator Results for Consuming COBRA for BJP 142
8.8 Moderator Results for Contributing COBRA for BJP 143
8.9 Moderator Results for Creating COBRA for BJP 144
8.10 Moderator Results for Consuming COBRA for Congress 145
8.11 Moderator Results for Contributing COBRA for Congress 146
8.12 Moderator Results for Creating COBRA for Congress 147
8.13 Moderator Results for Consuming COBRA for AAP 148
8.14 Moderator Results for Contributing COBRA for AAP 149
8.15 Moderator Results for Creating COBRA for AAP 150
9.1 Use of Telemedicine During Covid-19 by Leading
Countries Across the Globe 160
9.2 Leading Healthcare Start-Ups in India Offering Telemedicine 164
11.1 Insights From Related Past Research 191
11.2 Most Frequent Words Appeared in the Literature Review 195
Figures
1.1 Measurement Model of Consumers’ Perceptions
Towards Viral Marketing 18
3.1 Path Coefficients 53
4.1 Explaining webrooming behaviour using TRA 66
5.1 Conceptual Model for Impulsive Buying Behaviour 86
7.1 Conceptual Model of CSR Communication and Its Impact 121
8.1 Conceptual Model of Political Brand Equity 130
1 1.1 Word Cloud Showing the Top 50 Most Frequently Used Words 194
1 1.2 Factors Affecting the S-Commerce Strategy and Further
Affecting Purchase Intention 197
