Marketing Analytics for Analyzing Social Media and Branding Efforts of Indian Telecom Operators

摘要

Business analytics has become the new mantra in today's digital transformation age. Digitization has changed the way marketing functions. Use of marketing analytics and social media platforms are some of the biggest digital transformations, seen in new marketing approaches. However, not much research has been done to witness the influence of the social media in the Indian telecom sector. So, the objective of this paper is to study two digitization aspects in marketing, which are the application of marketing analytics for social media platforms with respect to the Indian telecom operators. Thus, the research intends to study the impact of social media efforts (SMME) on branding and customer response (CR) with respect to Indian telecom brands. Primary data was collected from 184 respondents, and statistical analysis has been performed to see the effect of SMME on branding and consumer response for telecom brands. Findings of the study confirm that social media marketing efforts (SMME) have significant impact on both branding and consumer response (CR).