Internet based below the line marketing activities and its influences on Indian telecom consumers

The study aims to understand and interpret the effectiveness of various internet based below the line (BTL) marketing activities carried out by the marketers in Indian Telecom Industry. The media and advertising source considered here is primarily social media as it is the most upcoming form of advertising. The internet based BTL activitiesfocused on creating buzz, word-of-mouth and viral marketing and its efficiency in reaching and affecting target audienceis analyzed. The study was conducted on about 200 respondents in Noida city. The research is a descriptive one. The researcher used schedule to collect the data. The data was analyzed using descriptive analysis and difference analysis through different non parametric and parametric tests like Mann Whitney U Test, Kruskall Wallis Test and ANOVA. The major findings establish significant influence of internet based Below the Line (BTL) marketing activities among lower monthly income group of telecom services consumers. The paper finally tells if these activities help in understanding and changing the buying behavior of the consumers or not.