Role Of Digital Marketing In Creating New Entrepreneurs: A Case Study In Southern Odisha

Abstract

In the post covid era, Digital marketing has emerged as a revolutionary tool which utilizes ICT for business promotion. Easily available internet and smartphone at a price within the capacity of common man, has increased its use giving deep access of human society to the users of Digital Marketing through the means of various search engines and social media platforms. 

Still lack of awareness among the people regarding digital marketing options and their potential in terms of providing alternate entrepreneurial opportunities and promoting the existing one in a better way than ever, is very low.

Present study focusses on understanding the role of digital marketing in promoting entrepreneurship among the people. The study is based on the primary data collected from the south Odisha region of India. The study is done by collecting responses from more than 450 entrepreneurs of the region and understanding their perception about digital marketing and the pattern of use of digital marketing. Number of entrepreneurs who emerged as the one with the help of digital marketing are identified and the conclusion is drawn.