A Conceptual Model For Promotion On Digital Platforms
Abstract
The purpose of this paper is to present a conceptual model for promotion on digital platforms. The case study of Swiggy (an online food ordering and delivery app in India) acts as a stimulus to design a conceptual framework explaining how the adoption of digital technology can lead to creation of sensory brand experiences and consumer brand engagement, which, in turn, can help in creating competitive advantage for the brand. The paper has an...
Paper Details
Title
A Conceptual Model For Promotion On Digital Platforms
Published Date
Jan 1, 2021
Volume
27
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