Abstract
As a marketing tool, internet and digital media is a significant strategic weapon which goes beyond borders and targets the specific audience in accordance to the consumer needs. It is not dependent on the location, area or region and free of all the temporal restrictions. This study focused on identifying the impact of the online internet and digital media marketing strategies in creating the brand loyalty and retaining the existing and new customers. This research was to explore the depth of internet and figure out the possible outcomes and benefits of using internet and digital media as a marketing tool. The study opted a primary quantitative method and conducted a survey of 200 consumers and results affirmed that internet is useful marketing tool which helps and assist the companies to target specific and their targeted audience to promote their brand or product and also retain their new and existing consumers. The study has finally revealed that internet marketing and digital media marketing facilitates the companies and brands to increase their popularity and make loyal customers. o-ascii-theme-font:major-bidi;mso-fareast-font-family:宋体;mso-hansi-theme-font: major-bidi;mso-ansi-language:EN-US;mso-fareast-language:ZH-CN;mso-bidi-language: AR-SA;mso-bidi-font-style:italic'> Job satisfaction has been conceptualized with the expectations of an employee. The survey was conducted by using closed-end structured questionnaires from the employees working in telecommunication and banking sectors in Pakistan. A total of 224 questionnaires were received. Correlation and ANOVA were used to determine the relationship between the variables. The outcome indicates that there is a significant positive relationship between the realistic information provided to the employees at the time of recruitment and job satisfaction.
Highlights
The Internet has become a key, or one could say a strategic weapon: this is significant given the current hyper-competitive environment, which simultaneously raises the question of its reliability (Chen, 2006)
What seems to be lacking in customer equity theory, is an understanding of the strategies that cause customers to return to a business, a phenomenon known as customer loyalty, and which allows companies to maximize profits through repeat business
This study has highlighted the impact of marketing on the customer relationship management, i.e. the impact of internet marketing and digital media marketing on the brand loyalty creation and retention of the consumers more precisely
Summary
The Internet has become a key, or one could say a strategic weapon: this is significant given the current hyper-competitive environment, which simultaneously raises the question of its reliability (Chen, 2006). What seems to be lacking in customer equity theory, is an understanding of the strategies that cause customers to return to a business, a phenomenon known as customer loyalty, and which allows companies to maximize profits through repeat business. The advantage of the Internet as a communication medium likewise lies in the fact that it allows us to target the conveyed information at a precisely specified audience segment (Roblek, 2015). These facts seem important from the perspective of their use in public relations activities in the business sphere, and in academic environment. There is still no widespread agreement regarding online marketing strategies and other digital media have an effect on the brand loyalty or in the retention of the consumers
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
