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“Impact of Digital Marketing in Urban and Rural Areas of Karnataka with Special Reference to Shimoga District-An Empirical Study”

In: Proceedings of the IBA IEA Conference on Economics and Public Policy (Ecofluence 2024)

Author

Listed:
  • Dhakshayani M. Dongre

    (Associate Professor and coordinator in PG Studies in Economics, Sri Sri Shivalingeshwara Swamy Government First Grade College, Davanagere University)

Abstract

Agriculture is a cornerstone of India’s economy, employing 63% of the population and contributing about 14-15% to the GDP. It serves as the primary livelihood for over 80% of rural residents, with farming providing 52% of employment. However, rural regions face significant challenges in adopting digital marketing, such as lack of awareness, security concerns, high initial investments, poor infrastructure, and resistance to new technologies. The Digital India program aims to bridge these gaps and empower rural populations through digital tools, but progress has been slow. This study investigates the awareness and impact of digital marketing in Shimoga District, examining the differences between urban and rural areas to assess its potential for revolutionizing agricultural practices and fostering socio-economic development.

Suggested Citation

  • Dhakshayani M. Dongre, 2025. "“Impact of Digital Marketing in Urban and Rural Areas of Karnataka with Special Reference to Shimoga District-An Empirical Study”," Advances in Economics, Business and Management Research, in: Prashant Kulkarni & Subhash Sharma (ed.), Proceedings of the IBA IEA Conference on Economics and Public Policy (Ecofluence 2024), pages 461-474, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-766-3_22
    DOI: 10.2991/978-94-6463-766-3_22
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