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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Atharva Dange & Kavitha R Gowda & V R Srinidhi & D. Halaswamy, 2021. "Analysing the Attitude of Social Media Users towards Ephemeral Marketing as a Digital Marketing Tool," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, vol. 24(3), pages 77-94.
    • Handle: RePEc:boh:actaub:v:24:y:2021:i:3:p:77-94
    DOI: 10.32725/acta.2021.013
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    References listed on IDEAS

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    1. Wakefield, Lane T. & Wakefield, Robin L., 2018. "Anxiety and Ephemeral Social Media Use in Negative eWOM Creation," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 44-59.
    2. Viknesh R & Kavitha R Gowda & Jayanta Banerjee, 2021. "A Study on Decision Paralysis in Customers with Special Reference to Placing Order in Restaurant," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 9(2), pages 253-266, August.
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    Cited by:

    1. Azrin Ali & Yasmin Kamall Khan, 2023. "Narcissism and Entrepreneurship: Evidence from Malaysia Realm," Information Management and Business Review, AMH International, vol. 15(3), pages 236-241.

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    More about this item

    Keywords

    Digital Marketing; Social media Marketing; Ephemeral Marketing; Management;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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