A conceptual model for promotion on digital platforms

Abstract

The purpose of this paper is to present a conceptual model for promotion on digital platforms. The case study of Swiggy (an online food ordering and delivery app in India) acts as a stimulus to design a conceptual framework explaining how the adoption of digital technology can lead to creation of sensory brand experiences and consumer brand engagement, which, in turn, can help in creating competitive advantage for the brand. The paper has an important contribution as it presents a conceptual model that links the various elements of promotion on digital platforms - influencer marketing, sensory brand experience (created through digital technologies), hedonic benefits of promotion and utilitarian benefits of promotion - to critical impact variables like consumer engagement, brand equity, brand attitude and purchase intention, in light of relevant literature. The findings indicate that plans for promotion on digital platforms should consider not only hedonic and utilitarian benefits for consumers but also the most appropriate digital technologies and social media marketing strategies, including the right set of social media platforms, influencer marketing, etc. This has special significance for marketers in the present digital era marked by the growing importance of social media platforms and the tremendous potential of digital technologies.