Effectiveness of Print Media Marketing in Digital Age: A Study on Indian Telecommunication Industry

Shaji Mathai and Saket Jeswani

FIIB Business Review, 2021, vol. 10, issue 3, 242-254

Abstract: In today’s era, business is Internet-driven that embarked on the evolution of the digital era. We are in the digital age with complete technology-driven activities facilitated by the Internet. This has certainly opened many new options for businesses to plug themselves. A gamut of studies has reported a positive influence of print media marketing on business. However, this study examines the effectiveness of print media marketing in today’s highly competitive digital era for the Indian telecommunication industry. A model was proposed to gauge the effectiveness of print media on customer retention for the telecom industry. The study was conducted with 200 customers from various telecom service providers, using a survey questionnaire which was administered to them. Research findings indicate that the migration to online sources is inevitable although print media has not become obsolete. It is also revealed that the print media alone is not effective and hence is unable to retain the consumers. The integration of print media marketing with digital and social media marketing is the recommendation of this study. This bundle is often effectively utilized to reinforce awareness and retention. The study also presents implications, limitations and future research direction within the context.

Keywords: Print media marketing; digital media; social media; Indian telecommunication industry; telecom service providers (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:10:y:2021:i:3:p:242-254

DOI: 10.1177/2319714521992631

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