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

In: Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)

Author

Listed:
  • 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)

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.

Suggested Citation

  • G. Swetha & S. Kanaka Rathnam & Dora Ratnapriya & V. L. Govindarajan, 2024. "Theoretical Framework: Sustainable Practices of Digital Media Marketing On Rural Youth," Advances in Economics, Business and Management Research, in: Meena Rani Nimmagadda & Catherine S. & Praseeda Challapalli & V. Sasirekha (ed.), Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), pages 162-171, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-374-0_15
    DOI: 10.2991/978-94-6463-374-0_15
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