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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 87) Last page : ( 91)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00013.6

Ephemeral Marketing: Conceptualization and Measurement of its Effectiveness in Restaurant Industry

Mehra Tanya1,*, Agarwal Ishika2,**, Swami Sanjeev3,***

1Department of Management, Dayalbagh Educational Institute, Agra

2Research Scholar, Department of Management, Dayalbagh Educational Institute, Agra

3Head, Department of Management, Dayalbagh Educational Institute, Agra

*Corresponding Author E-mail: mehratanya05@gmail.com

**ishika07agarwal@gmail.com

***sswami1853@gmail.com

Online published on 2 June, 2018.

Abstract

In the new era of communication, Ephemeral content is the concept which marketers wish to adopt in order to meet progressive audience. Social application platform-Snapchat has been rolling out innovative ways in Ephemeral marketing through short informative messages and videos. In this paper, we first attempt to develop an understanding of Ephemeral Marketing (Temporary Marketing) and how the advancement in mobile technology in conjunction with the growth of apps can help marketers to promote new product launches and drive sales in restaurant industry. We then explain the methodology used to measure the effectiveness of the ephemeral content. A market survey was conducted through structured questionnaire and data was collected from 62 respondents. Chi-Square test was performed to test the research hypotheses. We conclude with suggesting a framework to measure the effect of ephemeral marketing on the four stages of the AIDA-Awareness, Interest, Desire, Action model of advertising as a future scope of this work.

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Keywords

Ephemeral Marketing, Snapchat, Temporary Marketing, AIDA Model.

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