Abstract
The revolution on our day to day actions has accentuated the pattern of living on a fast pace and equally digital marketing has shaped an apparent fact in makeover of life for each one in adopting the recent conditions. Software Development is one of crucial sector and the IT Professionals add a lot towards its rational capacity. The main objective of this study is to analyze the impact of success and hindrance factors for Digital Marketing Model on IT Professionals of Software Development Industry and the study uses a survey analysis for 406 IT Professionals. Both Success as well Hindrance Factors have overall higher fondness with a direction of age with of IT professionals towards Digital Marketing. However Success Factors at 89.41% is slightly higher to Hindrance Factors which is at 84.8 %. This study also reveals that there is a better connection between success and hindrance factors i.e. .42 for Digital Marketing towards the IT Professionals and indicates that these are important predictors of the Digital Marketing. However Hindrance Factors are the bonded points which need to be measured carefully by the Marketers so that these go with the Success Factors by more prosperous deeds.
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