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Item Branding in digital (dis) intermediation era(UMT.Lahore, 2021) Ms. Sana Mohsin; Ms. Rafia Munir; Ms. Hajra AshrafDigital Era has changed the marketing dynamics. More and more companies are not only realizing the importance of this technological shift but many are shifting themselves to get the maximum benefit out of this change. Digital Era is shifting the marketing paradigm towards the new ways of connecting and knowing the target customers. The importance of intermediaries is the key in promoting many businesses. In this thesis we will discuss the four types of digital intermediations and how they effect on branding activity of the new firms in Pakistan. First is digital transaction intermediation which closely indicates the rise of e-commerce retailers in Pakistan, second is digital transaction disintermediation which sheds the light if uprising D2C models. These two types come under the category of top down processes where new methods are developed by firms to sell their products. Third form is digital marketing intermediation which is related to the up rise of D2C brand building model and the fourth form is digital marketing disintermediation which indicates the rise of C2C matching models in Pakistan. However these two forms are categorized as bottom up processes where consumer is on driver seat. We conclude with an intrigue that marketing takes to lead the pack in creating indigenous theories of digital intermediation or disintermediation to comprehend the rapid change in marketplace. The digital services offered by the firms also allow them to establish non transaction services for their potential costumer in unique and innovative ways.