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Reseach Article
Social Media Marketing Barriers for Indian Industries: Studying the Hierarchical Relationships through ISM Methodology
| International Journal of Computer Applications |
| Foundation of Computer Science (FCS), NY, USA |
| Volume 178 - Number 16 |
| Year of Publication: 2019 |
| Authors: P. C. Jha, Remica Aggarwal, P. K. Kapur |
10.5120/ijca2019918935
|
P. C. Jha, Remica Aggarwal, P. K. Kapur . Social Media Marketing Barriers for Indian Industries: Studying the Hierarchical Relationships through ISM Methodology. International Journal of Computer Applications. 178, 16 ( Jun 2019), 15-20. DOI=10.5120/ijca2019918935
Abstract
Though , social media marketing has in recent years emerged as the topper amongst the marketing activities of Indian digital marketers , not every marketer emerged as a winner in social media marketing and / or digital marketing . Despite the fact that 77 percent of marketers are using at least one social media channel to market their business, only 48 percent of them claim to see any ROI whatsoever. This is majorly because social media marketer do faces lot of barriers particularly in developing countries such as India , most prominent among them being the lack of resources , required talent and financial crunch . Present paper explores the various media options these marketers have and the various barriers they usually face while promoting their products and services through these digital media options . Further , it also study the interrelationship amongst them using Interpretive Structural modelling methodology (ISM).
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