Theoretical Framework: Sustainable Practices of Digital Media Marketing On Rural Youth

G. Swetha (), S. Kanaka Rathnam, Dora Ratnapriya and V. L. Govindarajan
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G. Swetha: DRBCCC Hindu College, PG & Research Department of Commerce
S. Kanaka Rathnam: DRBCCC Hindu College, PG & Research Department of Commerce
Dora Ratnapriya: DRBCCC Hindu College, PG & Research Department of Commerce
V. L. Govindarajan: DRBCCC Hindu College, PG & Research Department of Commerce

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 162-171 from Springer

Abstract: Abstract India is the Country of Rural. As per the economic survey, 65% of India’s population lives in rural areas. With the upgradation of 4G internet, rural areas are happening with digital technologies. The Digital platforms has become a big part of human’s lives and it has the potential to assist the rural, urban areas by providing access to information, education and others. Digital marketing paves way to reach larger audience and to make sustainable it should be customer oriented marketing, societal marketing. In rural areas, major users of smartphones are youth. Youth population determines the country’s ability and potential for its growth. Rural youth engage themselves a lot in digital media platforms and digital marketing. The major use of digital media platforms by youth is not only to be in touch with their surroundings, but also to be aware of the products they buy as consumers. It highlights the present scenario of sustainable digital media marketing on Rural youth.

Keywords: Digital media; Digital marketing; rural youth; sustainable digital marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_15

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