Abstract

Social media, because of its highly interactive nature has greatly changed the way individuals communicate with each other. With the increased usage of digital technology by the marketers as well as the inclination of customers towards digital platforms to search for information. This study aims to carry out a comparative analysis of the Facebook pages of five prime minister schemes namely- Financial Inclusion, Beti Bachao Beti Padhao, Start Up India, Make in India and Swachh Bharat. The study would help government agencies to analyse their digital marketing efforts for various schemes and also get insights on ways to improve the citizen connect.