The Evolving Landscape of Digital Marketing in India: exploring the Impact of social media on Consumer Engagement
Shrestha, Kamna (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121134884
https://urn.fi/URN:NBN:fi:amk-2025121134884
Tiivistelmä
India has continued to become a digitally linked society at a very fast rate. New opportunities have arisen to enable the brands to reach various audiences with more than 467 million active social media users. The definition of social media marketing (SMM) was taken as a tactic to establish awareness and engagement via online media. Regardless of the mass adoption, most organizations failed to build a meaningful consumer relationship.
The objective was to note the effect of the social media on consumer engagement in India. The extent to which the concept of authenticity, trust, and cultural relevance affected consumer reactions to brand content was given a special consideration. A qualitative approach was adopted which involved the semi-structured interviews and focus group discussions with the users of Indian social media. Thematic analysis was adopted in identifying the major engagement drivers and barriers.
The results were concluded that emotional resonance, cultural fit, and perceived authenticity were required to achieve a long-term engagement. Without them, communications were usually superficial. The implication on management was suggested with the point of the high relevance of emotional and culturally appropriate content. Even though the potential of social media is high, the risk of losing audiences and brand loyalty can be caused by the lack of attention to trust and relevance.
The objective was to note the effect of the social media on consumer engagement in India. The extent to which the concept of authenticity, trust, and cultural relevance affected consumer reactions to brand content was given a special consideration. A qualitative approach was adopted which involved the semi-structured interviews and focus group discussions with the users of Indian social media. Thematic analysis was adopted in identifying the major engagement drivers and barriers.
The results were concluded that emotional resonance, cultural fit, and perceived authenticity were required to achieve a long-term engagement. Without them, communications were usually superficial. The implication on management was suggested with the point of the high relevance of emotional and culturally appropriate content. Even though the potential of social media is high, the risk of losing audiences and brand loyalty can be caused by the lack of attention to trust and relevance.