Brand activation in interactive marketing of MSMEs in Coimbatore

Nowadays internet penetration is seen to be in an inclination path with more growing wherein social media adoption would reach to 666 million users by 2023. It can be strongly asserted that it’s the means for the future of both Indian brands and consumers. India, today, is now becoming more matured digitally where the interactive marketers are finding ever- newer ways to engage consumers to build relationships promoting brand loyalty. Also referred as event- based marketing or trigger-based marketing it depends mainly on a two- way dialogue which made a drastic transformation from traditional campaign. In light of these situations, this study focuses on evaluating whether this customer-centric strategy is successful in executing its customer expectations and aims to study the benefits earned by its customers. It has made an attempt to determine the level of satisfaction of customers involved in interactive marketing while purchasing products which leads to a greater customer advocacy