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Digital 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.
An 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.

Kavita 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,
Qualitative Market Research: An International Journal, Vision: The Journal for Business
Perspective.

Swati 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
Journal 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
B A L P R E E T K AUR, RISH I RAJ SH ARMA, AN D RAMA BHAR DWAJ

2 Influencer marketing: Its antecedents and behavioural

outcomes 29
M O N I K A B A N SAL AN D N UP UR B H ATI

3 An empirical study of customer satisfaction and

customer loyalty intentions for payment banks 43
K U N A L A N D TE JIN DE R SH ARMA

4 Webrooming behaviour: Concept and its linkages 56

M E G H A R AWAT

5 Online impulse buying and its antecedents 75

SA R I TA D E V I

6 Prospects and challenges of digital marketing 93

S H E E TA L K A P O O R
vi Contents

PART 2
Social media for social causes 109

7 Effect of communicating corporate social responsibility

through social media on brand image 111
S I M M I D H YA N I A N D ME E N A KSH I SH A RMA

8 Influence of political brand value on social media activities 125

S H V E TA K A L RA A N D N E H A SIN GH A L

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
E M M A N U E L E L IOTH L UL AN DA L A

11 Social commerce: An effective distribution strategy 187

RU TI K A SA I N I

12 App-based cab services: Issues and challenges in the

Indian context 201
G A R I M A J A IN

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
11.1 Word Cloud Showing the Top 50 Most Frequently Used Words 194
11.2 Factors Affecting the S-Commerce Strategy and Further
Affecting Purchase Intention 197
Contributors

Monika Bansal is Assistant Professor of Commerce at Shri Ram College of

Commerce (SRCC), University of Delhi, India. She did her Ph.D. in Green
Marketing and Consumer Behaviour. She was awarded the UGC Junior
Research Fellowship in 2010. She has to her credit research papers pub-
lished in various refereed journals, ABDC listed and SCOPUS indexed
journals. In the year 2010, she was awarded. Prof Manubhai M. Shah
Memorial Gold Medal for best empirical research in the area of Market-
ing for her paper titled, Green Marketing: A Study of Consumer Attitude
and Environmental Concern. With a keen interest in the field of Human
Resource Management, her paper titled ‘Industry 4.0: Reshaping the
Future of HR’ was published in one of the ABDC listed Journals. She is a
life member of the Indian Commerce Association. She is currently serving
as Associate Editor of ‘Business Analyst’, the biannual Journal of SRCC.
Rama Bhardwaj is Associate Professor at the Department of Computer Sci-
ence and IT, DAV College, Amritsar, Punjab, India. She has a master’s
degree in Computer Application from Guru Nanak Dev University. Her
research interest includes information systems, knowledge management,
e-governance, and e-marketing. Her research paper has been acknowl-
edged as one of the best for the Award of Best Empirical Research paper
being presented at the annual 66th All India Commerce Conference of
the Indian Commerce Association, hosted by Bangalore University, India.
Nupur Bhati is Assistant Professor in the Department of Commerce, College
of Vocational Studies, University of Delhi, India. Currently, she is doing
a Ph.D. from the Department of Commerce, Delhi School of Economics,
University of Delhi. Her areas of academic interest are marketing man-
agement and information technology. She has published papers in several
national and international journals. She has contributed to developing vari-
ous e-lessons for undergraduate courses titled ‘advertising budget’, ‘manag-
ing group dynamics’, ‘media plan’, and ‘organisational culture and climate’
under MHRD Project on National Mission on Education (NME-ICT,
ILLL). She is also a life member of the Indian Accounting Association.
 Contributors xi

Sarita Devi is Assistant Professor at the Department of Commerce, Delhi

School of Economics, University of Delhi, and is an alumnus of the pres-
tigious Daulat Ram College and Department of Commerce, Delhi School
of Economics. She has done B.Com. (Hons.), M.Com., and M.Phil. (Mar-
keting) and is pursuing a Ph.D. from the University of Delhi. She has
attended various seminars, conferences, FDPs, and published research
papers in the national and international journals. Her areas of interest
include social media marketing, online and offline impulse buying, digital
marketing, online shopping, and so on.
Simmi Dhyani is UGC NET December 2013 and UGC JRF June 2014. She
is a full-time research scholar at the Birla Institute of Technology, Mesra-
Noida Extension.
Garima Jain is Assistant Professor at Sri Guru Tegh Bahadur Khalsa College,
University of Delhi for the past five years. She did her B.Com. (Hons)
from SRCC, University of Delhi, and M.Com. from the Department of
Commerce, Delhi School of Economics. She also did her M.Phil. in the
subject of Marketing from the same institution. She has authored various
research papers in the field of marketing.
Shanu Jain is currently associated with Delhi Metropolitan Education, GGSIP
University, as Assistant Professor teaching the management students. She
is also pursuing Ph.D. from the Department of Commerce, Delhi School
of Economics, University of Delhi. She is passionate about teaching and
research especially in areas of consumer behaviour and marketing using
qualitative and quantitative methods. She attended various National and
International Conferences, FDPs, and Workshops. She is also Managing
Editor of DME Journal of Management and Member of Research Cell at
Delhi Metropolitan Education.
Shveta Kalra is Assistant Professor in the Department of Commerce at Satyawati
College, University of Delhi, India. She obtained her Ph.D. in Market-
ing from the Department of Commerce, Delhi School of Economics,
University of Delhi. She has several research papers to her credit which
have been published in the journals of repute. She has presented various
research papers at international conferences including the Department of
Commerce, University of Delhi, IIM’s, MICA, Newcastle University, UK.
She is the recipient of the three best paper awards in the international
conferences held by the University of Delhi, BIMTECH, and Academy of
Indian Marketing (AIM).
Sheetal Kapoor is Associate Professor in the Department of Commerce at
Kamala Nehru College, University of Delhi, Delhi, India. She is a resource
person at the Centre for Consumer Studies, Indian Institute of Public
Administration (IIPA), Academic Staff College, Jamia Millia Islamia,
xii Contributors

CPDHE, DU, and JNU. A JRF holder, she received a grant for Minor
Research Project from UGC in 2001. She worked as the principal inves-
tigator on two innovation projects from Delhi University and three con-
sultancy projects from the Centre for Consumer Studies, IIPA. She also
worked as a reviewer of the prestigious SPARC Research Projects and
for Emerald and Inderscience Journals. She has authored six books and
more than 40 research papers in reputed journals including IIM Man-
agement Review (Elsevier), Paradigm (Sage), Business Analyst (SRCC),
International Journal of Consumer Protection (NLU Bangalore), BHU
Management Review, Akademos (KNC), and many more. She is a recipi-
ent of Sahityak Samman award for her work in Consumer Rights from
the Supreme Court Association and ‘Teaching Excellence award in Inno-
vation’ from the Vice-Chancellor, Delhi University.
Balpreet Kaur is Assistant Professor at the Department of Commerce, Busi-
ness Management and Economics, DAV University, Jalandhar, India. She
did her Ph.D. at Guru Nanak Dev University, Amritsar, Punjab, India.
Her area of research is viral marketing. She has expertise in the field of
scale development and model building—structural equation modelling
using AMOS. She has more than ten years of teaching experience. She has
participated in various conferences and has published research papers in
Scopus indexed and ABDC ranked journals. Her co-authored paper was
awarded Best Empirical Research Paper by the Indian Commerce Asso-
ciation in December 2013.
Kunal is pursuing his Ph.D. in marketing from the School of Management
Studies, Punjabi University, Patiala, India. He has research interests in
marketing and consumer behaviour.
Emmanuel Elioth Lulandala is Lecturer at the Department of Banking,
Accounting and Finance, Moshi Cooperative University, Tanzania. His
areas of specialization include marketing, accounting, and finance.
He has focused his research efforts on social media advertising and
consumer behaviour. He has contributed several research papers in
peer-reviewed international journals, presented in international con-
ferences, and published a book chapter with Springer publications. He
has reviewed the papers for the Journal of Research in Interactive Mar-
keting, USA, and International Journal of System Assurance Engineer-
ing and Management, India. He is also Certified Public Accountant
(CPA-Tanzania) and has a Ph.D. (University of Delhi, India), an M.B.A.
(PAU, India), and a B.A.—Accounting and Finance (SUA, Tanzania).
He has also received several merit-based academic awards, including
the ICCR doctoral scholarship award from the government of India,
outstanding performance award from Punjab Agricultural University,
and USAID-Feed the Future project scholarship from the government
of the USA.
 Contributors xiii

Megha Rawat is working as Assistant Professor in the Department of Com-

merce, Delhi School of Economics, University of Delhi, India. She is
pursuing her research at the Department of Commerce, Delhi School of
Economics, University of Delhi. She did her B.Com. (Hons.) from the
University of Delhi and M.Com. from Jamia Millia Islamia University.
She has been awarded Junior Research Fellowship from UGC. Her areas
of interest include marketing and international business. She has partici-
pated in many national and international conferences and seminars.
Rutika Saini did her graduation and post-graduation from the University of
Delhi, Delhi, India. She was a second rank holder in B.Com. (Hons.) in
Swami Shraddhanand College. Her area of interest includes marketing
and strategic management. She is pursuing Ph.D. from the University of
Delhi in the area of social media marketing. She has published research
papers in the journals of repute. She has also presented papers at many
national and international conferences.
Meenakshi Sharma is Associate Professor at Birla Institute of Technology,
Mesra (Ranchi), Noida, India, with approximately 18 years of experience
as a core faculty with a specialization in marketing, sustainability, and
strategic management.
Rishi Raj Sharma is Professor at Guru Nanak Dev University Regional Cam-
pus, Gurdaspur, India. He has a distinguished academic career with more
than 20 years of experience in the field of marketing. He has published
more than 50 research articles in various esteemed research journals. He
has attended and chaired more than 100 national and international confer-
ences across the country. He also received Best Empirical Research Paper
Awards at conferences held at Bangalore University (2013 and 2014),
Panjab University, Chandigarh (2018), and Lovely Professional University
(2020). He has also organized various workshops to train the researchers
in the field of research design, scale refinement, and model construction.
Tejinder Sharma is Professor and Chairman, Department of Commerce,
Kurukshetra University, India. He completed his doctoral research on ‘Value
Delivery Systems: A Study of Selected Industries’. He has research interests
in marketing, consumer behaviour, and corporate social responsibility.
Neha Singhal is Assistant Professor in the Department of Commerce at Sri
Venkateswara College, University of Delhi, India. She has done her Ph.D.
in Marketing from the Department of Commerce, Delhi School of Eco-
nomics, University of Delhi, India. She has several research papers to
her credit which have been published in the journals of repute. She has
presented various research papers at national and international seminars
including the Department of Commerce, University of Delhi, and IIM.
She is the recipient of the three best paper awards in the international
conferences held by the University of Delhi, BIMTECH, and AIM.
Acknowledgements

The book has its genesis in the International Conference organized in the
year 2018 by the Department of Commerce, University of Delhi in collabo-
ration with the Academy of Indian Marketing (AIM). It was a great learn-
ing experience to collaborate with AIM and especially working under the
guidance of Prof. Jagdish Sheth from Emory University, USA, a renowned
scholar and internationally recognized thought leader. He was a source of
inspiration and motivation for us in bringing this edited volume. His sup-
port and guidance in developing the conference themes, as covered in this
volume, are of immense value to us, and we feel honoured for his guidance
and support. Our due regards are also to Mr. Jayant Shah, Director AIM, for
being a strong pillar of support and a catalyst to the collaborative effort in
the organization of our international conference.
It was during the conference that submissions were invited for this edited
volume. We are thankful to all the authors for keeping their patience and
making a useful contribution of their research-based papers for compilation
in the form of an edited volume. We are also thankful to each one of them
for their cooperation in updating and revising their papers to address the
required quality standards. Our due appreciation and recognition are for
all those, including our colleagues, scholars, library, and office staff, who
have supported us from the time of developing the book proposal till the
submission for publication. Families and friends are always the silent sup-
porters and so as in this work also. Our appreciation and regard for them
are unparalleled.
Our due thanks to Routledge for giving us an opportunity for publica-
tion. We look forward to an enduring relationship with our publishers.

Kavita Sharma
and
Swati Aggarwal
Introduction

The book titled ‘Digital Marketing Outreach: Future of Marketing Prac-

tices’ envisages capturing a major part of the digital revolution which is
impacting the business scenario with a surging tide. The proliferation of
digital media has brought forth a digital revolution where digital capabilities
are getting woven into existing systems, resources, and capabilities. Further,
the enhancement of devices’ capability to access digital media at almost any
given time led to great growth across various sectors of the economy, par-
ticularly the business sector.
Digital marketing, which became more sophisticated in the 2000s and
the 2010s, changed the way brands and businesses utilize technology for
marketing, and this emerged not as a direct extension of traditional market-
ing activities. New digital marketing tools such as blogs, internet advertis-
ing, display advertising, e-mail marketing, and search engine marketing are
among the larger pool of digital marketing tools which offer new opportuni-
ties, like personalized marketing or an answer to a search query, and allow
digital marketing to be a way ahead of the traditional form of marketing.
Digital marketing has adapted and evolved itself with changing consumer
lifestyles and internet consumption too. There are more than 4.5 billion
internet users and a much greater number of mobile users in the world creat-
ing a large pool of data every minute for businesses to use. Smartphones are
not just miniature PCs but possess their own ecosystem having wider social,
cultural, and behavioural effects. Downloaded applications, tablets and per-
sonal computers, digital television, outdoor advertising on the LCD screens,
POS and self-service terminals, and the huge diversity of other digital plat-
forms are the various categories of digital tools that can be used for sharing
marketing information even with those who are not the internet users.
Digital marketing, much wider in its scope and relevance than traditional
marketing, requires a new set of insights and skills for managing volumi-
nous data to design authentic and effective outreach and marketing strat-
egies. This is further challenged by the digital natives—who are the first
generation to grow up taking instant digital information for granted and are
now entering the workplace with more spending power. This book explores
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