Third International Conference on Communication & Media Studies

Abstract

Digital media is impacting lifestyles especially amongst the Millennials (those born between 1980-early 2000). The term ‘digital toxification’ is now a common parlance; used by policy makers, educationists, researchers, and management practitioners. The digital world appears to have impacted personal and professional interactions and relations, some for the better and others for the worse. It also seems to have influenced the social marketing domain, where long term socially responsible messaging and marketing intent has at times yielded to the pressure for immediate attention, interest and revenue gains. This study explores the challenges on the communication and social marketing spheres in an environment dominated by the prevalence of technology and gadgets supported by it.