Organizational Opportunities Through Digital and Social Media Marketing

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.