Analytical Study on Role of Social Sites in Consumer Engagement in India

Abstract

The significance of social media's influence on consumer behavior and corporate strategy in India cannot be overstated, given the country's multifaceted culture, quickly expanding population, and evolving digital landscape. Fans of a specific Facebook brand page were polled using questionnaires to collect the data utilized in this study. Online consumer engagement was found to be significantly influenced by both media and post content type. It also stressed that client involvement would increase in proportion to the extent to which social media marketing was used. This research uncovered five aspects that greatly affect consumer involvement. The article also highlights the larger social consequences of social media, such as its involvement in social and political movements and its support to government projects like Digital India. In essence, the article highlights the fact that social media has become a key factor in the political, economic, and social transformation of India.