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@article{203653,
        author = {Prem  Gedam and Abhijeet Gajbhiye},
        title = {An analysis of impact of digital marketing on supply chain management Kelzare Builders & Developers Nagpur},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {2789-2795},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=203653},
        abstract = {The integration of digital marketing strategies with supply chain management has emerged as a transformative force in modern business operations, yet its application within the construction industry remains underexplored. This research paper investigates the impact of digital marketing on supply chain management practices at Kelzare Builders & Developers, a prominent construction firm based in Nagpur, India. The primary objective is to examine how digital marketing tools such as social media platforms, search engine optimization, email campaigns, and online customer relationship management systems influence supply chain efficiency, inventory control, supplier collaboration, and demand forecasting. Using a descriptive research design, data were collected from 45 respondents comprising project managers, procurement officers, marketing executives, and senior management at Kelzare Builders & Developers through structured questionnaires and semi-structured interviews. Quantitative data were analyzed using descriptive statistics and correlation analysis, while qualitative insights were thematically coded. The findings reveal that digital marketing significantly enhances demand visibility, reduces lead times by approximately eighteen percent, and improves supplier selection processes through real-time data sharing. However, challenges including high implementation costs, lack of technical expertise, and resistance to change were identified as barriers. Two charts and two tables are presented to illustrate key relationships. The study concludes that strategic alignment of digital marketing with supply chain functions yields competitive advantages, and recommendations are provided for construction firms in emerging markets.},
        keywords = {Digital marketing, supply chain management, construction industry, Kelzare Builders & Developers, demand forecasting, supplier collaboration, Nagpur},
        month = {June},
        }