+ 44 20 8144 3706Introduction:
The following study has contextualised a comprehensive and critical review of a selected source study. The research paper based on the measurement of the effectiveness of campaigns using digital marketing and its impact on the youth populace is selected. The study has proceeded with a summarisation of the research context and articulation of relevant literature used in the research study. Hence, description of research areas and evaluation on the research paradigms followed by judgements on the research success, relevance and evidence legitimisation is depicted in the study (Ghai and Rahman, 2018). Thus, with these considerations, a critical review of the selected research paper is contextualised in the following.
2. Critical Review
2.1 Summary and description of the selected study
1) The key focus of the chosen source
The contextual study ofGhai and Rahman (2018), is focused its question on gathering insights into the different tools of digital marking available both online and offline and their impact on youth, focusing primarily on perception, a campaigning attitude and the consequences for consumer behaviour via digital marketing. The research results explicitly illustrate the effectiveness of digital marketing strategies and their effect on youth. It is insightful for understanding digital marketing use and investing plenty of time on social media in particular. The researcher thus projects the research on measuring the efficacy of digital marketing on specific marketing campaigns it is used and its effect on youth.
2) Importance of the proposed question according to authors opinion
The researcher has pursued and considered this questions important because of the potency of digital marketing as a larger number of youths are gradually indulges with social network platforms and internet platforms digital marketing has tremendous opportunity influence and capture the attention of youth consumers for any businesses. Hence, understanding the aspects of digital marketing and its implication on different marketing campaigns and their impact would provide insight into innovative marketing tactics.
The researchers have developed the conceptual model of consumer brand equity (CBBE) based on four dimensions of brand equity, namely brand awareness, brand image and affiliations, perceived quality and brand loyalty. These dimensions relate to electro-mouth words (eWOM) and clarify how digital marketing corresponds to such aspects. Also, the argument shows how social media is responsible for the cognitive development of youth in India, which marks the success of digital marketing success as well.
The researchers have also made emphasis on the customer satisfaction factors generated by the digital content marketing, the argument here thus contemplates on the decision making phases of digital marking on pre-sale, post-sale context and gradual impacts of marketing activities on the satisfaction and psychology of the customers (Ghai and Rahman, 2018). The usage of potent tools such as Search Engine Optimisation and marketing channels in SMEs are evaluated in the arguments of the literature to clarify the efficacy of digital marketing initiatives on the marketing campaigns.
Reference
Books and journals
Chowdhury, M.A., 2018. Effectiveness of digital marketing through social media campaign.
Ghai, S. and Rahman, O., 2018. Measuring effectiveness of campaigns using digital marketing & its impact on youth. International Journal on Global Business Management & Research, 7(3), pp.19-30.
Vieira, V.A., de Almeida, M.I.S., Agnihotri, R. and Arunachalam, S., 2019. In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), pp.1085-1108.
Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), pp.69-80.
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