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The Role of Digital and Social Media Marketing in Consumer Behavior

Kiran S. Patil, Kavita Chordiya


Marketing paradigm has undergone a sea change over the past decade. The internet has a profound impact on various industries but very few industries have witnessed a metamorphosis like marketing. Digital marketing is the avenue of electronic communication which is used by the marketers to endorse the goods and the services towards the marketplace. Several directions for future research are advanced to encourage researchers to consider a broader range of phenomena.


Traditional marketing, digital marketing, social media marketing in consumer behavior, digital and social media marketing, consumer

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