Analysing the Attitude of Social Media Users towards Ephemeral Marketing as a Digital Marketing Tool

Atharva Dange, Kavitha R Gowda, V R Srinidhi and D. Halaswamy
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Atharva Dange: School of Business and Management, Christ Deemed-to-be University Bangalore, Karnataka India
Kavitha R Gowda: School of Business and Management, Christ Deemed-to-be University Bangalore, Karnataka India
V R Srinidhi: School of Business and Management, Christ Deemed-to-be University Bangalore, Karnataka India
D. Halaswamy: School of Business and Management, Christ Deemed-to-be University Bangalore, Karnataka India

Acta Universitatis Bohemiae Meridionalis, 2021, vol. 24, issue 3, 77-94

Abstract: In the twenty-first century, the rise of social media and social networking websites dramatically altered the communication environment. Web 2.0 social media is an effective tool for locating and targeting customers, engaging them with companies, and leaving a lasting impression on their minds. According to the findings, marketing and campaigning professionals have used Ephemeral content to build relationships with trendy communities, engage customers, increase sales, communicate offers and limited-time deals, and stay connected with a large audience by monetising "moment marketing" at times. Finally, this study reveals that users' goals increase gratification and improve engagement with ephemeral information on social media. It also suggests that the desire for closure can mitigate the impact of gratification on ephemeral content engagement. The Fear of Missing Out, as well as additional features such as an individual's interests and the immediacy of action taking in that precise time, are the most significant elements that keep the audience hooked on such Ephemeral Content. Ephemeral Content is on the rise, and it's a great way for companies to cash in on platform capabilities in a new and creative way.

Keywords: Digital Marketing; Social media Marketing; Ephemeral Marketing; Management (search for similar items in EconPapers)
JEL-codes: M31 M37 M39 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:boh:actaub:v:24:y:2021:i:3:p:77-94

DOI: 10.32725/acta.2021.013

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