Theoretical Framework: Sustainable Practices of Digital Media Marketing On Rural Youth
- DOI
- 10.2991/978-94-6463-374-0_15How to use a DOI?
- Keywords
- Digital media; Digital marketing; rural youth; sustainable digital marketing
- 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.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - G. Swetha AU - S. Kanaka Rathnam AU - Dora Ratnapriya AU - V. L. Govindarajan PY - 2024 DA - 2024/02/20 TI - Theoretical Framework: Sustainable Practices of Digital Media Marketing On Rural Youth BT - Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023) PB - Atlantis Press SP - 162 EP - 171 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-374-0_15 DO - 10.2991/978-94-6463-374-0_15 ID - Swetha2024 ER -