• J.Kannan

This article reviews recently published research about consumers in digital and social media marketing settings. Five themes are identified: (i) consumer digital culture, (ii) responses to digital advertising, (iii) effects of digital environments on consumer behaviour, (iv) mobile environments, and (v) online word of mouth. Collectively these articles shed light from many different angles on how consumers experience, influence, and are influenced by the digital environments in which they are situated as part of their daily lives. Much is still to be understood, and existing knowledge tends to be disproportionately focused on word of mouth, which is only part of the digital consumer experience. Several directions for future research are advanced to encourage researchers to consider a broader range of phenomena.

digital marketing, environment, digital consumer

"A STUDY ON DIGITAL MARKETING WITH SPECIAL REFERENCE TO CONSUMERS IN THANJAVUR DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.810-815, June 2019, Available :http://www.jetir.org/papers/JETIR1906N22.pdf

"A STUDY ON DIGITAL MARKETING WITH SPECIAL REFERENCE TO CONSUMERS IN THANJAVUR DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp810-815, June 2019, Available at : http://www.jetir.org/papers/JETIR1906N22.pdf