ISSN2320-2882
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Paper Title
DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND
Authors
Dr.Pratham Mehta , Dr. Sushil Mehtaa , Shrey Tolambia
Keywords
Digital sustainable marketing, rural entrepreneurship, social media marketing, e-commerce adoption, business resilience
Abstract
The role of digital sustainable marketing, including social media marketing, e-commerce adoption, digital infrastructure access, and sustainability-oriented digital practices, was examined in this study as factors that scale up rural entrepreneurs in Jharkhand. The research was based on quantitative research design, and the responses were obtained from a survey of 130 rural entrepreneurs. The research analyzed the impacts of digital tools on outgrowth, market expansion, digital marketing effectiveness, and business resilience. The study showed ambiguous results. Social media marketing, on the other hand, was found to have a significant but negative impact on enterprise growth, which was indicative of ineffective usage and poor digital skills. On the other hand, e-commerce adoption contributed to market expansion and business sustainability through organized logistics, packaging, and digital support systems. Although digital infrastructure and access are vital, they still negatively affect the digital marketing effectiveness, which highlights the connectivity and skill deficiency issue. Sustainable digital marketing practices played a prominent role in the growth of the businesses, and they also positively impacted by being the major contributor to the transparency of business operations and the minimization of the project's negative environmental impact. The research results highlight the need for skillful digital marketing users and, at the same time, underline the need for effective infrastructure that creates a vibrant and effective Jharkhand rural entrepreneurial ecosystem.
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IJCRT — journal style
"DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND", IJCRT - International Journal of Creative Research Thoughts (www.ijcrt.org), ISSN:2320-2882, Vol.14, Issue 1, page no.c493-c509, January 2026, Available :https://ijcrt.org/papers/IJCRT2601304.pdf
APA — 7th edition
Mehta, D. P., Mehtaa, S., & Tolambia, S. (2026). DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND. International Journal of Creative Research Thoughts, 14(1), c493-c509. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601304
MLA — 9th edition
Mehta, Dr.Pratham, et al. "DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND." International Journal of Creative Research Thoughts, vol. 14, no. 1, 2026, pp. c493-c509, https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601304.
Chicago — 17th, bibliography
Mehta, Dr.Pratham, Sushil Mehtaa, and Shrey Tolambia. "DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND." International Journal of Creative Research Thoughts 14, no. 1 (2026): c493-c509. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601304.
Harvard — author–date
Mehta, D.P., Mehtaa, S. and Tolambia, S. (2026) 'DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND', International Journal of Creative Research Thoughts, 14(1), pp. c493-c509. Available at: https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601304
IEEE — numbered reference
D. P. Mehta, S. Mehtaa and S. Tolambia, "DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND," IJCRT, vol. 14, no. 1, pp. c493-c509, Jan. 2026.
Vancouver — biomedical
Mehta DP, Mehtaa S, Tolambia S. DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND. IJCRT. 2026 Jan;14(1):c493-c509.
AMA — 11th edition
Mehta DP, Mehtaa S, Tolambia S. DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND. IJCRT. 2026;14(1):c493-c509. Accessed at https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601304
BibTeX — Zotero, Mendeley, LaTeX
@article{IJCRT2601304,
author = {Dr.Pratham Mehta and Sushil Mehtaa and Shrey Tolambia},
title = {DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND},
journal = {International Journal of Creative Research Thoughts},
volume = {14},
number = {1},
pages = {c493-c509},
year = {2026},
month = {January},
issn = {2320-2882},
url = {https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601304}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - Mehta, Dr.Pratham
AU - Mehtaa, Sushil
AU - Tolambia, Shrey
TI - DIGITAL SUSTAINABLE MARKETING: EXAMINING THE ROLE OF SOCIAL MEDIA AND E-COMMERCE IN SCALING RURAL ENTREPRENEURS IN JHARKHAND
T2 - International Journal of Creative Research Thoughts
JA - IJCRT
VL - 14
IS - 1
PY - 2026
SN - 2320-2882
UR - https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601304
SP - c493-c509
ER -
Issue
Volume 14 Issue 1,
January-2026
Pages : c493-c509
Article Information
- Pages
- c493-c509
- Published
- January 2026
- Registration ID
- IJCRT_300068
- Published Paper ID
- IJCRT2601304
- Research Area
- Social Science All
- Author Type
- Indian Author
- Location
- Bangalore, Karnataka, India
- Peer Review
- Request Peer Review Report
- Licence
- CC BY 4.0 · Open Access
- ISSN & Impact Factor
- 2320-2882 · IF 9.17
- Downloads
- 227
- Permanent Link
- https://ijcrt.org/viewpaperforall.php?paper=IJCRT2601304
- Published Paper PDF
- https://ijcrt.org/papers/IJCRT2601304.pdf
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