Department of Management Science

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Subject: search.filters.subject.DIGITAL MARKETING

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    COVID-19 AND THE WORLD OF DIGITAL MARKETING
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Ahmad Tahir; FA17-BBA-025; Sadaf Ehsan; LHR TP 6682
    This paper aims to investigate that how covid-19 impacted the business firms and how the firms responded to it. COVID-19 disturbed every single individual and every single operation happening in this world. It happened for the very first time in a history when more than half of the countries including developed and underdeveloped countries are wrapped with lock down. It also affected the business firms, changed their marketing strategies and at this point the digital marketing got a huge respect. Consumers stayed at home to prevent from disease and shifted towards online shopping which they use to do in a traditional way. Dozens of the firm are bankrupted and lost their worth because they didn’t adopt the digital marketing and on other hand, the firms who timely adopted digital marketing are in a leading position now. Now, most of the firms are struggling just for the sake of survival in a market.
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    IMPACT OF DIGITAL MARKETING ON CUSTOMER ENGAGEMENT IN FMCG
    (Library Information Services, COMSATS University Islamabad, Lahore Campus., 2020-11-20) HAMZA TARIQ; CIIT/FA17-BBA-219/LHR; MS. TAHIRA UMAIR; LHR TP 6699
    The purpose of this study is to analyze the effect of Digital marketing on consumers ' brand loyalty in fast-moving consumer goods (FMCG) markets. Quantitative testing strategies have been used in this analysis. A self-administration online survey of the Likert form gathered primary data for the study. The volunteers familiar with the quick transport of consumer goods received from 201 participants. The test sample models were analyzed by using reliability tests and regression analysis. A study found that in fast-moving consumer product markets two separate factors (the electronic word-of-mouth and group communities) impact brand loyalty. However, there was no association between the other two independent variables (Digital Marketing and brand loyalty). The findings will play an important role in improving and increasing customers by using word of mouth and group community marketing tactics.
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    HOW DOMESTIC SMALL BUSINESSES CAN DO COST-EFFECTIVE DIGITAL MARKETING USING SOCIAL MEDIA PLATFORMS LIKE FACEBOOK, INSTAGRAM AND YOUTUBE
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2020) AYAZ ASLAM; FA16-BBA-189; Kashif Mehmood
    Most of the people in Pakistani Community belongs to either lower or middle class of income. So, there are a lot of small businesses that are running by these people all over the country and these businesses do make a large contribution to the overall economy of the country. According to researches, around only 50% of these small businesses survive a period of over 5 years because of the complex competition in the market. One of the reasons behind their failure is lack of marketing and communication with the customers. Small Businesses cannot afford to invest highly on marketing and other media campaigns. But it can become possible with the help of social media to develop cost effective marketing strategies, that can help to boost their business.
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    DIGITAL MARKETING & CONSUMER PURCHASING TRENDS
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2020) Mariam Sarwar; FA17-BBA-005; LHR TP 6620
    This study is taking into view how consumer purchasing trends can be impacted by digital marketing as well as advertising. The other area of focus will be the business aspect and what obstacles they are facing in terms of moving towards virtual mediums. The data was gathered through the help of responses from questionnaires that discussed different factors for businesses and their obstacles and customers regarding these aspects. The purpose for this study was that there has been an increase in advertising and digital marketing because the world has developed a lot in the past few years due to the growing use of technology in every field which have impacted how even our daily life is moving. The present situation of the world in which a pandemic has shaken everything up, people have now started to prefer mediums that they don’t have to come into physical contact with such as advertising on social media is completely virtual. For the business side, the results showed that they are considerably lacking the knowledge that they need to succeed in the virtual world and there is also absence of proper skill full teams for marketing and advertising. So, the study has given recommendations for businesses to improve their gam in the market with the help of these right technological tools.
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    RAPID INCREASE IN DIGITAL MARKETING & ONLINE BUSNIESSES AND ITS HURDLES IN DEVELOPING COUNTRIES ESPECIALLY IN PAKISTAN
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2020) Abdul Qadeer; FA17-BBA-151; Qasim Raza Khan; LHR TP 6715
    This topic refers to the knowledge of current affairs of digital marketing. As it clearly depicts the nature of report by statement “Rapid increase in digital marketing& online businesses and its hurdles in developing countries especially in Pakistan”. The main thing is first understand what is the exactly meaning of this statement and its worth. As we know the world is rapidly increasing its marketing from physical to digitalization. Digital transformation is contributing to make businesses powerful and efficient rapidly, merging all activities into digital system including operations, activities, structures and processes (Park & Mithas, 2020).These words “digital marketing”& “online businesses” have not only its mean of just marketing rather it covers all aspects of businesses exist online platform such as E-commerce, E-businesses, online selling promotions, knowledge hubs for consumers, online transactions, Online paying of bills, E-challan and many more these kinds of things. Basically digital marketing & online businesses refers to the all activities operating digitally or online either it is selling or operational purposes. So it should be clear in the start that it covers all aspects dealing online. Now this element is increasing and spreading across globe like fire in current circumstances in pursuing of facilitating people. While if we talk about the second part of the statement it is about the hurdles in developing countries especially Pakistan to acquire this digital marketing properly. This part definitely refers to the explanation about the barriers face by developing countries. Actually increasing rate is undoubtedly very high in all over the world but it is less successful yet in developing countries as compare to European countries. So we will absolutely discuss the main reasons behind this amenities why it is not working properly in developing countries, what factors influence their effectiveness, how it become problematic for sellers as well as buyers and why it happening in just developing countries with high ratio. Despite of these things, digital marketing expanding by leaps and bounds and it is facilitating both the sellers and consumers as well.