Digital Marketing as a Tool of Mass Communication for health and wellness Entrepreneurs of South Odisha

Abstract

Modern age makes use of Digital Marketing techniques for mass communication in most of the cases. Not just has it reduced the marketing cost by its effectiveness, but it has also enabled the business owners to reach the customers in a better way. It also aids in analysing and reviewing data on customers behaviours so that the wellness entrepreneurs can layout more proficient strategies for achieving business objectives. (Sheoliha et al 2023). There have been several studies done at health sector leverage on Digital Marketing. That being said of the numerous digital marketing option available to rural health sector the exploration is still yet to begin in India.

Purpose of study: The present study identifies the factors affecting the usage of Digital Marketing for Business Promotion by the wellness entrepreneurs of Southern Odisha.

Method: The study utilizes hybrid model of UTAUT and TOE. It analyses the response of 386 respondents from the region. regression analysis was used to test hypotheses.

Outcome: The study, concludes that Performance expectations, Effort expectations, Technological, Organisational and Environmental factors are the factors that show their influence on utilisation of Digital marketing among health and wellness entrepreneurs of South Odisha.