Influence of digital marketing strategies on sales success of a company : A case study of Junaid Jamshed ( J.) company

Abstract

In the recent years, with the advancement of internet, traditional marketing tactics have been transformed into digital marketing. Companies despite their size and market relevance, have been using modern and nuanced means of marketing. There is lack of empirical data pertaining to the impacts and efficacy of the social media marketing on the sales of the companies of Pakistan. Therefore, the primary research question was: how does social media marketing impact the success of a company? This thesis followed primary method of data collection and six top level executives of the company are interviewed. This data was analysed using thematic analysis to derive results. The results of thesis have found that digital marketing allows companies to reach audience easily through electronic means and hence improves sales as well.