Development of a Digital Marketing Modelwith Special Reference to IT Professionals

Abstract

The advancement of Digitalization has painted the prototype of existingit on a fast speed and additionally this swiftness has fashionedaalteration on our day to day proceedings and on the other hand Digital Marketing at once shaped a happening for its supplement. The main objective of this study is to develop a Model for Digital Marketing with special reference to IT Professionals for Software Development Industry with Digital Marketing as a Dependent Variable in additionPersonal Preferences, Purchasing Power, Capabilities, Perception, Success Factors and Hindrance Factors respectively as its predictors. The study uses a survey analysis for 406 IT Professionals which constituted about 76% male and 24% female respectively. The results depict there is a encouraging correlation between the Purchasing Power and Capabilities whichdivulge that there is a good attachment with Digital Marketing. Further, Durbin-Watson index is 1.70, which is suitable for Digital Marketing Model.