Role of Digital Marketing in Enhancing Brand Awareness of an Organisation

Research methodologies
(Literature Review)
Table of Contents

Chapter 1: Literature Review Introduction......................................................................................1
Chapter 2: Literature Review Main Body........................................................................................1
Chapter 3: Literature review conclusion..........................................................................................4
REFERENCES................................................................................................................................5

Chapter 1: Literature Review Introduction
It is basically that section or part of a research or dissertation that includes search and
evaluation of available literature and other secondary sources of data related with the specific
topic and chosen research area. The main purpose of Literature review is to develop better
understanding about selected research topic and its objectives that set or form a foundation base
and framework for overall research work. The current literature review is based in the topic of
Role of digital marketing in enhancing brand awareness of an organisation for which various
scholarly articles and journals are evaluated and use of various authentic references and online
sites are made that are having proper copyrights to maintain the viability and reliability of
collected data (Neirotti, Raguseo and Paolucci, 2016).
The models and concepts that are selected for current research work are relevant and
suitable for the selected topic as it facilitates a wider and in-depth evaluation and discussion of
research topic. The topic of current research is based on Role of digital marketing in enhancing
brand awareness of an organisation thus, the objectives and concepts that are discussed through
current research work are also based on the role of digital marketing and consist if topics like;
concept of digital marketing and its importance, various platforms which are used in digital
marketing and their role in enhancing brand awareness, various issues associated with use of
digital marketing and at last possible strategies that could be adopted to overcome negative
implication of digital marketing and enhance its brand awareness are also discussed and
evaluated through current literature Review.
Chapter 2: Literature Review Main Body
a)To study about the concept of digital marketing along with its importance for an
organisation
As per the opinion of Indrajeet Deshpande, (2020), the concept of Digital marketing is
basically an all-encompassing term that consists of various digital channels like SEO, content
marketing, social media marketing, email marketing, mobile marketing, etc that provides an
elaborate strategies to more easily reach, assess and connect with prospects and target customers
at both local and global level (Jorge and et. al., 2018). Thus, it can be evaluated that Digital
marketing is a quite broad concept that consist of and includes all digital and online marketing
channels and methods that could be easily use by an organisation to have better promotion and
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