The Mediating Role of Digital Marketing Practices in Relationship between the Standard Marketing Strategies and the Market Growth of Fisheries and Aqua Products in India

Abstract

Aim/Purpose:- The aim of the research was to know the mediating effect of digital marketing practices in relationship between standard marketing practices and the market growth of aquatic products in India. A model is developed with three different categories of variables like: independent, mediating and dependent variables. Findings:- The outcome of the research witnessed the role of mediating variables like: search engine optimization, search engine marketing, influence marketing, content marketing, social media marketing, social media optimization, E-mail marketing, pay-per click, online advertisements are the major digital marketing strategies which shows significant difference between standard marketing strategies and its impact on Aquatic products sales in India. Research Methodology/Approach/Design:- A model has been developed which include list of independent, mediating and dependent variables. The model developed based on in-depth study of review of literature by considering the mediating variables. Statistical Techniques:- The model can be better understood by collecting primary data sources, by applying SEM analysis. The model accuracy can be understood with the help of GFI, TLI, CFI, NFI >.90 and RMSEA should be <.08. The chi-square (sig.value<.000). Research Implications:- The outcome of the research will be facilitated to enhance the sales of the company by taking the advantage of digital marketing strategies in the contemporary context. Originality/value:- The model has been developed after thorough understanding of the literature review after identifying the model GAP.