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

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

Authors
G. Swetha1, *, S. Kanaka Rathnam1, Dora Ratnapriya1, V. L. Govindarajan1
1PG & Research Department of Commerce, DRBCCC Hindu College, Pattabiram, Chennai, 600072, Tamil Nadu, India
*Corresponding author. Email: 14sweth1999@gmail.com
Corresponding Author
G. Swetha
Available Online 20 February 2024.
DOI
10.2991/978-94-6463-374-0_15How to use a DOI?
Keywords
Digital media; Digital marketing; rural youth; sustainable digital marketing
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
20 February 2024
ISBN
10.2991/978-94-6463-374-0_15
ISSN
2352-5428
DOI
10.2991/978-94-6463-374-0_15How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - G. Swetha
AU  - S. Kanaka Rathnam
AU  - Dora Ratnapriya
AU  - V. L. Govindarajan
PY  - 2024
DA  - 2024/02/20
TI  - Theoretical Framework: Sustainable Practices of Digital Media Marketing On Rural Youth
BT  - Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
PB  - Atlantis Press
SP  - 162
EP  - 171
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-374-0_15
DO  - 10.2991/978-94-6463-374-0_15
ID  - Swetha2024
ER  -