This chapter provides a theoretical analysis on the role of digital marketing, social media, and digital marketing tools and techniques (DMTT) in developing customer-based brand equity (CBBE). The chapter discuses different types of digital marketing tools and techniques. The review has found that the consumer's behavioural engagement with brands via social media has a positive effect on customer-based brand equity. Digital media has a positive effect on buyer's intentions because it creates a strong connection between customers and business. Web 2.0-based technologies let users create and collaborate and exchange information and values. This has further led to consumers participating in the process of production of goods and services, as co-creators. Customer engagement, co-creating, and sharing of information via online platforms enhances customer relationship and brand equity.
This study employs the S-O-R approach to analyze the impact social media communications experts on consumer-brand metrics of smartphones during COVID-19. A survey of 513 millennials from India through a well-structured questionnaire reveal that user-generated content on social media positively influences the purchase intent of consumers whereas firm-created social media content does ‟t directly influence the purchase intention. In addition to it, social media content generated by the firm significantly and positively influences user created communication on social media. Besides being insightful to the marketers on how they can target the millennials in a better way during COVID-19, this research bestows to the subsisting literature on how communication on social media influence the brand metrics of a high involvement purchase when incremented hours are being spent on social media due to lockdowns and homestay restrictions.
Background: In the whole world including India, the incidence of acute cholecystitis is increasing day by day. Gall stones are the most common cause of acute cholecystitis in 90-95% of the cases. The management of acute cholecystitis was conservative earlier but now there are studies recommending early surgery as the treatment of choice.Methods: Our study was conducted on 60 patients divided into two groups of 30 each to compare the results of early surgery with the delayed surgery.Results: The overall post-operative complication rate was same in both the groups but there was significant difference in the total hospital stay and total cost of the therapy in both the groups. The average total hospital stay in early group was 6.50±4.44 days and in delayed group was 10.80±5.55 days without including the number of days in non-operating admission.Conclusions: So, early cholecystectomy was found to be more economical with less total hospital stay and less total cost of the therapy than interval cholecystectomy in acute cholecystitis.
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