Impact of Digital Transformation Marketing Strategies on Homepreneur Business Practices in Kerala

Abstract

Purpose: Home-based businesses are now recognized and valued as an important aspect of the microscale business sector, resulting in an increased proportion of business start-ups. Technological advancements, particularly digitalization in the business world, have reimagined the term "homepreneur" in India. The emergence of e-commerce and social networking channels has opened the way for the transfiguration of sideline of people into home-based business ventures. In this milieu, the researcher endeavors to analyze awareness about the concept of homepreneurs, the salient characteristics of homepreneur businesses, various digital transformation marketing strategies for homepreneur businesses, the interrelationships between and factors contributing towards the effectiveness of digital transformation marketing strategies in homepreneur business in the districts of Mid – Kerala.

Design/Methodology/Approach: The study's population consists of "Bootstrapping Homepreneurs" from three districts in Mid-Kerala: Palakkad, Thrissur, and Ernakulam. In this study, descriptive and analytical research designs were used. Demographic and primary data were collected using a standardized questionnaire administered to hundred and fifty respondents using a multi-stage cluster sampling method. The pilot survey and Cronbach's Alpha were used to confirm the study's validity and reliability, as well as the variables of measurement. The data were analyzed using correlation analysis, multiple regression analysis, the Multicollinearity test, and Structural equation modeling. The study attempts to test the interrelationship between various aspects of digital transformation marketing strategies and how they are influencing Homepreneur business practices in Kerala with reference to Mid - Kerala districts (Ernakulam, Thrissur, and Palakkad).

Findings/Result: Based on the analysis results, it has been found that various aspects of digital marketing strategies towards bootstrapping homepreneur business practices are having a positive influence and all the determinants of digital transformation marketing strategies are statistically independent.

Originality/Value: The researcher applied the INPUT – OUTPUT model to the data from 2021 to 2022.

Paper Type:  Descriptive and Analytical Research.