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Abstract

Marketing is the heart and soul of business organizations since decades. Over time, traditional marketing gets transformed to digital marketing initiatives backed by social networking sites and social media which in turn have a compounding effect on the growth of multinationals. Companies run customised social media centric campaigns to improve their brand equity and brand value quotients. This generated brand equity and brand value in turn gets transformed into consumer buying behaviour and profitable bottom-lines. This research study aims to measure the impact digital marketing have on creating brand values and their subsequent impact on consumer buying behaviour. Upon analysis it was concluded that digital marketing initiatives found to be positively associated with brand value creation and also positively corelated with influencing consumer buying sentiments and purchase behaviour.

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