S. K. Kesharwani

M.P Sarkar

S. Oberoi

Abstract

The paper gives a fleeting look at digital marketing in a holistic outlook as a pioneering way to create customer value to preserve and perk up stronger and lasting customer relationships met with maintaining societal values and problems at the pinnacle. The objective of the study is to explore the Prosumer’s understanding of digital marketing through social media. The research work reported in the paper is a pilot study in which a structured questionnaire is developed using Google docs. With the era of digitization, the entire definition of marketing and consumers has evolved and completely opposite of conventional marketing. The present study concludes that the marketers need to focus on the relationship-based connections with the Prosumers. The present study will help the marketers to apprehend the consumer’s behaviour well and also make possible for them to target consumers easily and effectively.

Keywords- Digitization, Marketing, Prosumers, Relationship, Social Media