Engagement Pattern of Users in Digital and Social Media Marketing (DSMM):A Service Industry Perspective

Digital and Social Media Marketing (DSMM) could simply mean digital marketing communications and activities using social media and social network. The combined effect of internet as a technology based infrastructure and inter-activeness of the participants (consumers and service providers) gives rise to this dynamic, vibrant and collaborative system called DSMM. The context of Social media marketing rallies around digital technology and internet based channels of communication. This is probably because internet has become all pervasive and web based chat exchanges through sites/ applications like Facebook, Twitter, LinkedIn, WhatsApp, Skype, YouTube etc. are so much taken for granted that whenever any mention of Social Media is done, one does not have to clarify that reference to such activities and interactions are being meant. For that matter, normal traditional advertising on Radio and TV are not counted as digital & social media marketing. Subsequent to the review of literature and identified gap analysis, a set of research objectives were noted to be taken up for investigation. The interactions between consumers and marketers may throw up interesting findings related to services of different level of involvement.