Dynamics of Innovations and Value Creation in Small Business by Diffusion of Digital Marketing
Debadutta Das1, Manoj Kumar Jena2, Manoranjan Dash3
1Debadutta Das, Department of Business Management, Fakir Mohan University, Balasore, India.
2Manoj Kumar Jena ,Balasore College of Engineering and technology ,Sergarh, Balasore, India.
3Manoranjan Dash*, Faculty of Management sciences, Siksha O Anusandhan(deemed to be University), Bhubaneswar, India.
Manuscript received on November 12, 2019. | Revised Manuscript received on November 25, 2019. | Manuscript published on 30 November, 2019. | PP: 4978-4982 | Volume-8 Issue-4, November 2019. | Retrieval Number: D7850118419/2019©BEIESP | DOI: 10.35940/ijrte.D7850.118419
Open Access | Ethics and Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The digital arena is now seeing a swift transformation into a platform for marketing and communication, with an increasing number of apps scouting for ways to bridge the gap between brands and audience. The marketers thus have to focus on right sources that can help them to reach their target audience optimally, even in the gaming space. The study focused on the impact of digital marketing to influence the successful revenue generation of small business in different cities of Odisha. 342 respondents were selected for the study and stratified random sampling was used. The respondents belong to the food, handicraft, jewelry, mobile shop and coaching centers business group. The findings suggested digital marketing had an impact on revenue generation as well as effectiveness in acquision of new customers as well as retaining the customer base.
Keywords: Digital Marketing, Local Business, Brand awareness, social platforms.
Scope of the Article: Marketing and Social Sciences.